The Effect Of Awe On Consumers’ Willingness To Buy Green Products

Green products have emerged along with the great wealth of people’s material wealth and the increasingly prominent contradictions of environmental pollution,ecological crisis and resource crisis.Green products are good for the environment and better for your health.The core purpose of green consumption is to pull human consumption behavior into the entire ecological cycle system,so as to achieve the goal of harmonious and sustainable development of nature and human society.But there is a gap between people’s green ideas and behaviors.The Kartnar’s ’ Growth Opportunities in a Sustained Development Trend ’ report released in2019 states that 54% of Chinese consumers are concerned about environmental issues,but only 27% of consumers have made behavioral changes.13%.How to increase consumers’ willingness to buy green products has become a common topic among enterprises.This study found that awe affects consumers’ willingness to purchase green products and the process of natural intermediary intermediary;on this basis,product categories will also have a regulating effect-awe will further increase people’s experience of green products Purchase intention.This conclusion is of great significance both in theory and practice.In theory,it is proved that the research model that expands on the basis of the psychological prototype of awe,uses awe as the independent variable,green product purchase willingness as the dependent variable,natural connectivity as the intermediary variable,and product category as the moderating variable establishes the awe The mechanism between the sense and the willingness to buy green products.Moreover,the introduction of complex emotions into the field of green consumption research is groundbreaking and expands the relevant research on the pre-influencing factors of green product purchase willingness.In addition,in terms of marketing practice,the research conclusions can also provide theoretical support for the use of awe to carry out green marketing practices,and help to develop experience marketing.