The purchase of green energy-saving appliances helps to reduce household energy consumption,control consumer carbon emissions,and promotes the green transformation of manufacturing enterprises.Taking the energy efficiency label of household appliances as the research object,a moderated mediation model is constructed with reference to the ABC attitude model,focusing on the mediating role of green value and perceived effort between energy efficiency information cognition and green purchase behavior and the moderating role of natural connection.The cognition of energy efficiency information has a positive impact on consumers'green purchase behavior,while green value and perceived effort play a partial mediating role in consumers'green purchase behavior.The sense of natural connection positively regulates the relationship between energy efficiency information cognition and green value,but does not regulate the relationship between energy efficiency information cognition and perceived effort.Based on the research results,this paper puts forward countermeasures and suggestions from the aspects of enhancing the public's awareness of energy efficiency labeling,enhancing consumers'perception of green value,and paying attention to cultivating the public's sense of natural connection,so as to provide reference for the promotion of government policies to promote green consumption and the marketing management of household appliance enterprises.
关键词
能效信息认知/绿色价值/感知付出/绿色购买行为/自然联结感
Key words
energy efficiency information cognition/green value/perceived pay/green buying behavior/sense of natural connection
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