Research On The Formation Mechanism Of Consumers' Green Consumption Behavio

The achievements in China's ecological civilization construction are remarkable,the initiative and consciousness of the people to implement the concept of green development are enhanced,and the green lifestyle and development mode have become new hotspots and new models of consumption.Green consumer behavior is a consumer behavior in which consumers strive to protect the ecological environment and minimize the negative impact of consumption on the environment during the purchase,use and post-processing of the product.Under the current economic system of green and low carbon cycle development,green consumption characterized by resource conservation and environmental protection is undoubtedly a rational consumption choice,and a new type of consumption that conforms to the current stage of development and has great development potential.First of all,this study starts from the perspective of the internal psychological factors that influence consumer decision-making.Based on the existing research results of psychology,the theory of self-determination is introduced for the first time.Self-determination theory focuses on the degree of self-determination of human behavior.It believes that the key to affecting individual behavioral motivation lies in the degree to which the effect of accomplishing the goal meets the individual's psychological needs.The individual behavioral motivation includes de-motivation,internal motivation and external motivation can dynamically assess the motivation of consumer behavior.Perceived autonomy,perceived competence,perceived relateness are the core of self-determination theory.Perceived autonomy to refer to the individual's freedom to control their own behavior,rather than being subject to others.Perceived competence to refer to whether they are capable of accomplishing a task.Perceived competence is individual's ability to be competent in the activities he or she is engaged in.The perceived relateness is a ability to establish a relationship of mutual respect and dependence with others,that is,the need for individuals to keep in touch with others.Therefore,the threepsychological needs are introduced into the study of green consumption behavior,and the psychological factors affecting consumers' green purchase decision are explored.The results show that the Perceived autonomy,perceived competence,perceived relateness positively influence green consumption behavior.Secondly,this paper draws on the theory of innovation diffusion,introduces consumer innovation as a mediator between psychological needs and green consumption behavior,explores the internal mechanism that affects green consumption behavior,and concludes that consumer innovation is independent through mediation effect test.There is a mediating role between Perceived autonomy,perceived competence,perceived relateness and green consumption behavior.In addition,this study uses the green product experience as a regulatory variable.Product experience arises from all stages of the product or service consumption process.Therefore understanding its mechanism of action on green consumer behavior is of great significance for mastering the laws that influence consumers' green consumption behavior.The results of the adjustment effect test indicate that the green product experience has a significant positive adjustment between Perceived autonomy,perceived competence,perceived relateness and green consumption behavior.