Research On Influencing Factors Of Consumers Green Product Purchase Behavior

With the increasingly serious environmental problems,it is imperative to promote the overall transformation of people's consumption concept and consumption mode,which is also the only way for the construction of ecological civilization in the new era.The environmental problems caused by consumption activities cannot be ignored,and the green consumption mode embodies the basic characteristics of energy conservation and environmental protection,so the implementation of green consumption mode is an effective way to solve environmental problems.However,at present,multiple factors hinder the occurrence of consumer green consumption behavior.However,most of the existing studies still equate consumers' green consumption intention with green consumption behavior,and lack of in-depth analysis of consumers' green consumption behavior under the consumption environment in China.Therefore,this paper takes this as the starting point,specifically focuses on the purchase behavior of green products in green consumption behavior,and takes green household appliances as the research object to conduct a questionnaire survey,and gives effective countermeasures and suggestions according to the validation results and final conclusions of the model.First of all,this study combed the relevant literature about green consumption at home and abroad,and supported by the theory of planned behavior and the theory of attitude behavior scenario,constructed the influencing factor model of green product purchase behavior,completed the definition and description of variables,and formed the research hypothesis system of this study.Secondly,based on the pre mature scale of related scholars,we completed the design of the variable measurement scale and formed a questionnaire,and finally collected 363 valid questionnaires.Spss19.0 was used to test the reliability and validity of the sample data,regression analysis and regulatory effect test.Finally,the conclusions of empirical research are as follows:(1)the innovation of consumers and the effectiveness of government's behavior perception have positive effects on consumers' willingness to buy green products.(2)Perceived risk negatively affects consumers' willingness to buy green products.(3)Consumers' willingness to buy green products,perceived individual effectiveness and green trust have positive effects on green product purchase behavior.(4)Perceived risk has no significant effect on consumers' purchase behavior of green products.(5)The price of green products has a positive regulatory role in the transformation of green product purchase intention to green purchase behavior.(6)Green trust does not play a regulatory role in the transformation of green product purchase intention to green purchase behavior.Based on empirical research on green purchasing behavior,from the perspective of the government and enterprises,put forward targeted recommendations such as increased publicity and education and strengthened quality control,hoping to play a role in promoting the overall process of green consumption in China.