Research on the Impact of Reverse Intergenerational Transmission on Green Consumption
Promoting green consumption concepts and behaviors is an important part of achieving green development of enter-prises.Based on the social cognitive theory,355 valid questionnaires were collected from the middle-aged and elderly groups to explore the impact mechanism of reverse intergenerational transmission on green consumption intention.The results show that re-verse intergenerational transmission positively promotes consumers'green consumption intention,that is,consumption recommen-dations,consumer communication and consumer innovation positively affect the previous generation's green consumption inten-tion;subjective norms partially mediate the relationship between reverse intergenerational transmission and green consumption in-tention.Family intimacy positively regulates the mediating effect of subjective norms,showing as a moderated mediator,that is,the higher the family intimacy,the stronger the promotion effect of reverse intergenerational transmission on green consumption in-tention through subjective norms.
NETL
NSTL
万方数据
