Research On Purchase Behavior Of Green Power Certificate Based On Social Network

The development of renewable energy could alleviate the resource conflict between economic development and environmental protection.As the only official carbon emission reduction method for individuals,the green power certificate system shows its important function in increasing the proportion of renewable energy consumption and realizing the national strategy of green development.However,it is difficult to display the unique value of virtual energy products only by electronic certificates.Combined with the comparative analysis of green power certificate systems in major countries such as Europe and the United States,it ccould be seen that the environmental value and financial value of green power certificates have not been well utilized,and relevant supporting policies have also The research on boosting individual purchasing behavior,mainly based on mandatory quotas at the enterprise level,is still in its infancy,resulting in a relatively low market penetration rate.Therefore,this research takes the individual level as the research entry point,applies the interdisciplinary thinking of social networks,and conducts relevant research on promoting the individual purchase behavior of green power certificates.In view of the theoretical framework of planned behavior,the research constructs an extended theoretical model containing Chinese cultural characteristics to identify the driving factors of individual purchase intention of green power certificates in real society.Field research data verifies that attitude,perceived control behavior,environmental concern,face awareness,and green perceived value have a significant impact on individual purchase intentions.Among them,perceived control behavior highlights individual purchase preferences that differ from ordinary green products.Due to the information absence on the characteristics of individual purchase behaviors of green power certificates,this research employs the scientific method of economic experiments into a static social network experiment environment to construct a theoretical model of green power certificates supplying environmental public goods.Based on the experimental environment of star,chain,and global static soical network structure,five experimental mechanisms verify that the individual purchase behavior of green power certificates is driven by social network structure,coal-burning hazard cognition,environmental concern,and risk from the dimensions of information display and communication.On the basis of the research results of individual purchase intention and behavior and field research data above,the research constructs a theoretical model for the diffusion of individual purchase behaviors of green power certificates.In a simutlated socail network,the characteristics of individual heterogeneity and the probability of information dissemination among individuals are characterized by social,environmental,and risk attributes,respectively.Through the 24 simulated scenarios under the scale-free network,parameters such as the probability of first-time exposure to information triggering purchase behavior,social intimacy,environment,and risk attributes could better explain their impact on triggering individual purchase behavior of green power certificates.According to the above research results,the research suggets that the boosting policy to promote individual purchase behavior of green power certificates should pay attention to the individual’s heterogeneity preference,and enhance the conceptual stability and positive feedback of the group.To increase and delay the information sensitivity of individuals,the policy should guide individuals to improve their awareness of green values and environmental concerns while further refining the information display content of green power certificates,and choose information dissemination channels with social influence.In addition,relevant policies also need to pay attention to publicity efforts to reduce the possibility of negative incentives and information blocking among individuals.While increasing the convenience for individuals to purchase green power certificates,policy guidance should create a social atmosphere for renewable energy consumption,open up information transmission channels for green power certificates,and ultimately promote individual purchases of green power certificates to form inertial consumption.