Research On Reference Dependence,Perceived Fairness And Consumers’ Pro-environmental Behavior

With the rapid development of economy,environmental problems such as global warming and air pollution have become prominent,prompting people to realize the seriousness of environmental damage.Environmental protection needs the joint efforts of the whole society.It is imperative to promote consumers to adopt environmental protection,which is also the basic requirement for achieving sustainable development.In recent years,the national government has issued relevant policies to improve the quality of the environment,but there are always difficulties for consumers to adopt pro-environmental behavior.Since consumers’ pro-environmental behavior is affected by many factors,and the impact of social or psychological factors on consumers’ pro-environmental behavior cannot be ignored,the reference object plays an important role in individual consumption behavior.This paper takes this as a starting point,starting from the perspective of reference dependence,and based on the field of social situation,discusses the mechanism of action between reference dependence,perceived fairness and pro-environmental behavior,provides a new approach and perspective for the study of pro-environmental behavior,enriches relevant theoretical research and empirical results,and puts forward reasonable and effective countermeasures and suggestions.First of all,this study combed the relevant literature on reference dependence,social status,perceived fairness and pro-environmental behavior at home and abroad,and based on the theoretical support of reference dependence theory,social comparison theory,equity theory and theory of planned behavior,constructed theoretical models and proposed research hypotheses.Secondly,based on the previous mature scale,the variable measurement items were determined and the questionnaire was formed.Taking Tianjin consumers as the research object,the questionnaire was collected online.After recovery,screening and sorting,305 valid questionnaires were obtained.Finally,we use SPSS21.0 and AMOS23.0 to carry out empirical research.Through descriptive statistical analysis,reliability and validity analysis,Pearson correlation analysis,OLS regression analysis and Bootstrap mediating effect analysis,we integrate a variety of empirical research methods to test the theoretical model and research hypothesis.The research conclusions are as follows:(1)Reference dependence has a significant positive correlation with pro-environmental behavior.In self-reference,compared with the past,the higher the social status,the more consumers’ pro-environmental behavior;In others reference,compared with relatives,friends and others except relatives and friends,the higher the social status,the more consumers’ pro-environmental behavior;(2)Reference dependence has a significant positive impact on perceived fairness.In self reference,the higher the social status,the higher consumers’ perceived fairness;In other reference,compared with relatives,friends and others except relatives and friends,the higher the social status,the higher consumers’ perceived fairness;(3)Perceived fairness has a significant positive impact on pro-environmental behavior.The higher perceived fairness,the more consumers’ pro-environmental behavior;(4)Perceived fairness plays a mediating role between reference dependence and pro-environmental behavior.Based on the empirical research results of pro-environmental behavior,from the perspective of government and consumers,the government macro drives the consumer micro,and puts forward countermeasures and suggestions to promote pro-environmental behavior:(1)Correctly understand social status and form a reasonable reference path;(2)Improve social fairness and cultivate consumers’ pro-environmental motivation;(3)Pay attention to consumer groups with high social status and play a role of typical model radiation.To promote the sustainable development of China by putting forward targeted policy suggestions.