The Factors Influencing Consumers'Green Consumption Intention Under the"Dual Carbon"Goals
Green consumption intention refers to the willingness of consumers to choose environmentally friendly and sustainable products when purchasing goods or services in order to reduce negative impacts on the environment.In recent years,with the rapid development of the economy,environmental issues have become increasingly prominent.Enhancing ecological consciousness and promoting green consumption are of great significance for achieving the"dual carbon"goals.This study is based on the theory of planned behavior with Chinese consumers aged 18 and above as the survey subjects.A relationship scale between consumer ecological consciousness,green lifestyle,and green consumption intention is designed.Hypotheses are verified through models,and the mechanism of the effect of ecological consciousness on green consumption intention is explored.The mediating role of green lifestyle is analyzed.The paper uses SPSS statistical analysis software,exploratory factor analysis,and regression model building methods to empirically analyze 509 valid sample data.The research results indicate that:(1)Ecological consciousness can be divided into two dimensions:ecological crisis consciousness and ecological cognition,and green lifestyle can be divided into three dimensions:recycling,energy conservation,and green travel.(2)Ecological consciousness has a positive promoting effect on green consumption intention.(3)Ecological consciousness positively influences green consumption intention through green lifestyle.Based on the conclusion,suggestions are put forward to strengthen consumers'environmental awareness and education,expand green consumption,increase the supply and sales of green products by enterprises,and develop the second-hand commodity trading market.
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