Research On The Green Transformation Of Lifestyle On Consumption Behavior

The green transformation of the lifestyle to consumption behavior of residents is a way to solve the problem of China's increasingly serious environmental pollution from the demand side.And the research of the relationship of green lifestyle and consumer behavior has very important realistic significance under the background of the economic growth of China is slowling,resource constraints gradually tightening,ecological pressure continuously strengthen gradually and the residents' environmental awareness rising.On the one hand,green Lifestyle to consumer behavior can be present in order to optimize the industrial structure based production and provide the basis for product demand,and optimize the industrial structure from the demand side;On the other hand,green lifestyle and green consumer behavior can effectively reduce the pollution of the environment,reduce the negative impact of personal life on the ecological cause,nature and society and provide a solid foundation for the construction of ecological civilization in China.However,although the theory of lifestyle and green consumption have been studied for many years,has achieved fruitful theoretical results,but the research on the relationship between the Lifestyle and green consumer behavior has theory gaps,mainly reflected in:(1)past research of green lifestyle also from the ignoring perspective,but the transformation of lifestyle to green consumption intention is a dynamic process,rather than a static state;(2)the research of the relationship of lifestyle and green consumption behavior is fragmented,and lack of an integration model of the influence mechanism of lifestyle and green consumption;(3)past research lack of China situation of lifestyle and green consumption,and it is difficult to explain the cognitive bottlenecks on the green product of our country residents;(4)the traditional segmentation tools such as demographic variables are greatly influenced by social and cultural factors,and lack of stability in the actual operation process.In view of the above theoretical gap,and through the review and collation of existing literature,this paper will be divided into three specific research questions:(1)what is the transformation mechanism of lifestyle to the green consumption intention?(2)whether the consumer innovativeness mediated the relationship of lifestyle and green consumption intention?(3)whether the people have different approach motivation and avoidance motivation will have different preference on green products?According to the research questions,this paper has done the following work:firstly,review the related literature on the lifestyle and green consumption,and make sure the process of theory development,then based on the theory of planned behavior,innovation diffusion theory and approach-avoidance motivation theory,put forward the research hypothesis and construct the integration influence mechanism model of lifestyle to green consumption intention of residents in China;secondly,Based on the statistical tools of PLS-SEM Method,independent sample T-test and multiple group analysis,this study investigates 804 Chinese consumers and the empirical test the research hypothesis;finally,the empirical results of this research carries on theory analysis and explanation,a series of related suggestions are provided.The present study is an extension and integration of the existing theories,and summarizes the significance of the research conclusion.Conforming to the rigorous scientific research paradigm,the following conclusions are getting through systemic and detailed work.First,lifestyle has a significant positive effect on green consumption intention,but the mechanism of the effect the dimensions of lifestyle on green consumption intention are different,specifically:the perceived behavioral control can play a significantly mediating role in the effect of fashion consciousness on green consumption intention;the consumer innovativeness,sujective norm and perceived behavioral control can play a significantly mediating role in the effect of leadership consciousness on green consumption intention;the consumer innovativeness,environmental attitude,sujective norm and perceived behavioral control can play a significantly mediating role in the effect of development consciousness on green consumption intention.The conclusion for lifestyle influence on green consumption will outline a comprehensive psychological route map under green consumption situation,and will help manufacturers to set for green marketing.Second,approach motivationand avoidence motivation can play a significantly moderating role in the relationship between lifestyle and green consumption intention.But the mechanism of the effect the dimensions of lifestyle on green consumption intention are different,specifically:approach motivation can play a significantly moderating role in the relationship between fashion consciousness and green consumption intention,and aslo can play a significantly moderating role in the relationship between development consciousness and green consumption intention,avoidence motivation can play a significantly moderating role in the relationship between fashion consciousness and green consumption intention.Third,the people who have the nature of different approach motivation and avoidance motivation has significant different in green consumption intention.Compared to other consumers,with high approach motivation andhigh avoidance motivation of consumers have the strongest green consumption intention,but on the contrary,compared to other consumers,with low approach motiaviton and low avoidance motivation of consumers have the lowest green consumption.and high approach motivation and low avoidance of consumer will higher in green consumption intention than low motivation and high motivation of consumers.There are some differences in the influence mechanism of lifestyle on green consumption intention for different approach motivation and avoidance motivation of consumers.specifically:high approach motivation and high avoidance motivation of consumers have significantly moderating role in the relationship between fashion consciousness and green consumption intention than low approach motivation and low avoidance motivation of consumers.In the green consumption situation,relationship between the lifestyle and green consumption intention of residents in China.Especially,this research make approach motivation and avoidance motivation which two variables of neuropsychology into the field of green consumption,and the same research have just started.This research into this area and the innovation points can be summarized as follows:First,it will be used only for marketing segments of the consumer lifestyle issues,introduced into the study of green consumption,to explore the transformation mechanism of lifestyle on green consumption intention.Most of the previous studies of consumer lifestyle only research lifestyle as the recognition and segmentation variables of different consumer groups,and ignore the influence of different lifestyle to the specific behavior of consumer.The study on the transformation mechanism of lifestyle on green consumption intention and suggests that consumer lifestyle is not immutable and frozen,which will be changed.therefore to identify the impact factors of consumer lifestyle on the green consumption intention will be play a key role in the development of green lifestyle in China.Second,the green products in the perspective of new products to analyze.The theory for the study of green consumer behavior,consumers often only to explore the influence of psychological factors on normalization of consumer behavior,the reason may be due to previous studies in Europe and the United States consumer groups as the research object,and the development of green products in the European market is more mature,and the consumers to choose green products tend to be independent from their own needs the angle to be considered,while the green product marketing of our country form the contrary,consumers of green products has not yet formed independent consciousness and purchase,green products to enter the Chinese market relatively short time.Therefore,the green products in China often with some characteristics of new products,so the study of green product positioning for the new product to be more fit the actual situation of China's green product marketing,to put forward the more persuasive explanation theory.Third,the approach avoidance motivation theory into the research field of market segmentation variables.Regardless of the lifestyle,or the study of green consumer behavior,the first is to market segments of consumer groups,in order to carry out targeted marketing strategy,so as to achieve precision marketing.the market segmentation tool is often the demographic attributes consumers outside,such as gender,age,income,education and so on,but in actual operation,there will be other interference variables,resulting in the problem of segmentation is not accurate enough.The introduction of approach motivation and avoidance motivation theory,using the approach motivation and avoidance motivation as segmentation variables,analysis of different approach motivation and avoidance motivation,from neurophysiological point different consumers different lifestyles and green consumption behavior,so as to consumers buy green products market segments,providing a more accurate theoretical explanation.