The Research On Consumer Behavior Based On Green Brand

Since reform and opening up to now, the economy of our country has beengrowing sustainably, people’s living standards has been improving, and remarkableachievements has been made. But the extensive style of economic growth mode hasstill not been changed fundamentally. Stepping into the21st century, thecontradiction between environment and economic development becomes moreremarkable, and it has become the bottleneck of China’s economic and socialdevelopment. If we continue to follow extensive traditional model of economicdevelopment, resources would be difficult to support the survival of humans and thenatural ecological environment will be overwhelmed.Along with the environmental protection movement throughout the world, greenconsumption, which will reduce or eliminate the negative impact on the ecologicalenvironment in the process of production, will become a wave leading the enterprisesto dominate the market in the future and realize the strategy of sustainabledevelopment. Actively developing green economy is helpful to speed up the formationof the industrial structure, growth mode, consumption mode that all can saveresources and protect the natural ecological environment, is helpful to build aresource-conserving and environment-friendly society and promote the harmoniousdevelopment of human and nature. Therefore, it is important to further studycharacteristics of urban consumer behavior of green brands after the age of economiccrisis. At present, the domestic scientific research involved in consumer behavior ofgreen brand is lacking, most of which is qualitative analysis and empirical studies isinadequate.Based on the above consideration, this paper, from the perspective of sustainabledevelopment, will analyze the consumer behavior of green brand through empiricalstudies, in order to provide new research perspective and empirical experience forsustainable consumption model. The main research contents are as follows. First of all,we reviewed the domestic and foreign literatures on consumption behavior of greenbrand and related theory system, separately analyzed the green marketing theory,green brand research and consumer behavior theory in three-dimension system, whichwould be a solid theoretical basis for the following empirical research. Secondly, wethought the front factors affecting the consumer choice of green brand are socialpsychological factors, context factors, economic factors and social population factorson four levels with16dimensions. We did rigorous research and presented a model offactors affecting consumer behavior based on green brand for each one of thedimensions. Thirdly, we analyzed the relevant data of green consumption in Tianjin ina low carbon economy environment through an empirical study way, the relatedfactors that can influence the manner of green consumption of, and did strictinspection for the theoretical model using the mathematical statistic method. Finally,this paper focuses on green marketing of modern enterprise, government and NGOpublic management, puts an emphasis on service quality by introducing gap model toeffectively make up for the gap between customer satisfaction of green consumption and enterprise service quality. In addition, based on the present situation of thedevelopment of green marketing in China, we analyzed the influence of greenconsumption behavior from the enterprise, government, environmental protectionNGO levels, and discussed its positive role in the implementation of green marketingand promotion of green consumption. Based on this, new four-force model wasgenerated in this paper based on the sustainable development from the perspective ofdomestic green marketing.