The Impact Of Consumer Innovativeness On Intention Of Green Consumption

With the rapid development of social economic,not only rich material wealth but also ecological crisis,resource crisis and environmental issues happened in our life.Some scholars have pointed out that the environmental problems caused by individual consumption activities account for 30%-40% of the proportion of all environmental problems.Therefore,the change of consumption pattern is the key to mitigate the impact on the environment.As a new and sustainable consumption pattern,green consumption is characterized by moderation of consumption to avoid or reduce environmental damage,advocating nature and protecting ecology,gradually become an important research topic in marketing field.Most of the researches on Consumer Innovativeness focus on the relationship between Innate Innovativeness and the adoption of new products.Because of the novelty,green products have similarities with new products in a period of time.Therefore,the relationship between Consumer Innovativeness and green consumption has gradually been concerned.The existing researches have studies the relationship between Consumer Innovativeness and green consumption,and found that Consumer Innovativeness have a positive effect on green consumption.But considering Consumer Innovativeness as a one-dimensional structure,scholars may ignore the different effects of the innovation personality in different individuals.Consumer Innovativeness will have a positive attitude towards green consumption,such as the search for information related to green consumption.Generally,attitudes are the most significant influencing factors of consumer behavior,and attitudes are often able to predict consumer behavior accurately.Attitude on green consumption is a specific environmental attitude,and will have an impact on the consumer intentions.In addiction,the existing researches do not clearly and accurately show the mechanism of action.Therefore,the paper regards the green consumption attitude as an intermediary variable to study the effect of cognitive innovativeness and perceived innovativeness on green consumption intention.Based on the research achievements of foreign scholars on the Consumer Innovativeness,this paper adopt the concept the concept and scale of Venkatraman & Price(1990),which divides the Consumer Innovativeness into cognitive innovativeness and perceived innovativeness.Considering green consumption research,the paper induces two questions,puts forward hypotheses and establishes research model.The study takes an empirical analysis including reliability analysis,exploratory factor analysis,correlation analysis and regression analysis on the 403 questionnaires we have collected,and to testify the hypotheses proposed in this paper.The result shows that: First,cognitive innovativeness and perceived innovativeness all have a significant positive impact on green consumption intentions.Second,The effects mentioned above are taken through three sub-dimensions of the attitude of Green Consumption(knowledge cognition of green consumption,perception behavior control of green consumption and Green consumer emotions).Finally,the paper summarizes the products of the study subjects and their future outlook.