Research On The Factors Influencing The Behavior Of Reclaimed Water Selection From The Perspective Of Consumption

Water resource is an important resource for the survival of human society.With the surging demand,the water resources available for production and living are sharply reduced due to the increasingly serious water pollution problem,and the supply and demand relationship is seriously unbalanced.In urban areas with concentrated industries and population,the contradiction between supply and demand of water resources is more acute,and it has even become the main factor restricting urban development.Urban sewage recycling has gradually become the development trend of urban construction in the future,but now it is caught in the dilemma of "popularity not popularity".As the technical difficulty and economic benefit are no longer the constraints of this kind of project,it is difficult to fully explain and alleviate the current difficulties with the solutions only for institutional design and resource allocation.The author thinks that the fundamental reason lies in the ignorance of the public's subjective effect on the behavior of reclaimed water reuse.The attitude and choice of the public towards the reuse of reclaimed water is essentially a decision-making process of consumers for the products they buy.Based on this,based on the consumption value model and combined with the characteristics of recycled water reuse,this study constructed the model of urban residents' intention to choose recycled aquatic products,and explored the purchasing decision-making mechanism of urban residents on recycled aquatic products under the framework of consumer behavior.Through the data processing and model fitting based on the survey questionnaire,the results show that :(1)the purchase behavior of urban residents towards the recycled aquatic products is significantly affected by the product price,emotional value and social value when using the products.(2)emotional value plays a mediating role in the influence of price factor and social value perception on buying behavior,and plays a very important role in the model.(3)from the results of the interference and control test,although the public has a significant awareness of environmentaldeterioration,it does not further affect their choice of recycled water,indicating that at the present stage,consumers' environmental awareness is far from willing to take the initiative to pay the price to improve the environment,and should not be overly optimistic.Based on the above test results and the specific problems encountered in the actual research,the study believes that at the present stage,it is still difficult for ordinary consumers to take "environmental protection and green" as the main decision basis for purchasing recycled aquatic products,and the proper price and various functions are the fundamental elements to promote the prosperity of the recycled water market.However,in the long run,improving education,enhancing public awareness of environmental protection,and mobilizing positive public sentiment towards the use of green products such as recycled water are still long-term measures to be adhered to.