Research Of Consumer Behavior In Green Consumption: Clustering Analysis Base On Dichotomy Values

We are so fortunate to live in the new century. As a cross-century generation, we have witnessed the rapid development of the country, the rejuvenation of the Chinese nation and the emergence of harmonious society. However, to some extend, we are the unfortunate generation. Thousands years of human history created not only the civilization, but also the trauma. The tremendous progress in science and technology and the rapid development of the industrial revolution not only created unprecedented material wealth for people, but also caused the lack of resources and the environmental pollution. All of these is threatening the survival of human beings and the sustainability of economic and social development. Since the 1980s, along with the awareness of environmental protection, a worldwide wave of the green is whipping up. After entering the 21st century, a more intuitive and more precise concept -- Green Marketing has been firmly established. In the 1990s, China began the footsteps of Green Marketing. After 10 years of development, the green industry of China is still in a small scale. The segment of the green consumer market is still not clear.Based on this situation, the author investigates the habits and tendencies of the green consumption in China. After reading related literatures and considering the practical significance of future research, this study identifies a new starting point. This paper uses social values and personal values to divide Chinese consumers into different groups, using group as the unit of analysis to analyze consumer behavior and to compare the difference of ethnic groups in the green desire, cognitive green products, green purchasing trends (including trends brand, price sensitivity, purchasing channels and purchasing times). All of these above work is to lay the foundation for future research.This paper is composed of five parts.Chapter 1 introduces the research background. This section presents a brief introduction on the concept of green marketing; the connotation of Green Marketing and the importance of green consumption. Green Marketing is the important motivation to promote the emergence and development Green marketing. Green consumption provides new segments of the market for Enterprises. Green consumer is the driving force to promote the Green consumer marketing. Therefore, whether the consumers adopt green consumption is a prerequisite for the existence of the Green subdivision and will influence the development of Green marketing directly.Chapter 2 illustrates the related theory of integration research. This paper chooses "ethnic" as the unit of analysis, which is different from other Green Consumption research before. In this section, the author introduces the related theory in this field. First, this paper reviews the theory of consumer behavior briefly and gets a hot topic of the present research, one of which is that the current study should consider a more practical analysis unit. Second, this paper uses social values and the values of the individual-level 2D standard theory, including collective memory, the division of generations, the delineation of the level values and class division. Finally, this paper illustrates characteristics of the two-dimensional theory.Chapter 3 lays out the research content and the research sample. This chapter gives a brief introduction of the basic research content, which investigates consumers'green consumerism from the intergenerational, level, inter-ethnic, awareness of green products and Green consumption behavior. We use a quota sampling method to determine sample size and quality control measures.Chapter 4 concludes the research results. This chapter analyses the samples separately from three levels of generation, ethnic angle and groups. First, this paper investigates the consumer desire for green products and the results show that the majority of the ethnic consumer's for green desire have not been developed. Second, this paper inspects the knowledge of consumers on green products and the result was that most consumers have the basic knowledge for green products. When consumers were asked for the professional knowledge, few of them get the correct answer. At last, this paper investigates the consumers'Brand tendency, price sensitivity, purchase channels, the purchase frequency inferior and the results is relatively homogenous, which were discussed at the end of this chapter.Chapter 5 gives the research results and the relative suggestion. Combining with research results in chapter 4, this paper concludes the following conclusions: First, The Green consumerism of six Surveyed groups on whole is indistinct and the consumer awareness is still at a stage of awakening. Second, the knowledge of consumers on green products is very limited. It is needed for targeted publicity campaigns. At last the difference of purchasing power between green groups is not obvious, which is different only in small areas. Finally, this paper illustrates the contribution of this research, the limitation of our work and the prospects for future research.