Research On The Influence Mechanism Of Self-transcendence Values ​​on Green Purchase Intention

With the continuous advancement of ecological civilization,public attention to environmental protection issues is also increasing.But consumers are less motivated to buy green products and are still waiting,this is a phenomenon known as "consumer inaction".In view of this phenomenon,how to guide the public to realize the green consumption lifestyle has become an urgent problem to be solved.To solve this problem,the key is to find out the key influencing factors of green purchase intention and action mechanism.Studies have found that no matter how other factors serve as guides and motivators,they are ultimately rooted in core beliefs that people hold,and values are the beliefs that lead individuals to act in a consistent manner.Self-transcendence values emphasize serving the interests of others,understanding,appreciating and tolerating others without caring about their class and status.According to the value theory,individuals with self-transcendence values want to seek social justice and equality for others,and they want to be helpful,loyal and honest.In fact,self-transcendence values pay more attention to the interests of others and the environment,which is altruistic.Therefore,based on the theory of values,planned behavior and ethnomethodology,this paper believes that self-transcendence values are the fundamental variables that influence consumers’ green purchasing intention.Compared with more abstract self-transcendental values,attitude,individual norms and perceived behavior control mediate the relationship between self-transcendental values and green purchasing intention as more concrete variables.At the same time,this paper constructs a moderated mediation model by introducing the moderating variable public media influence.Based on the research content,this paper puts forward six hypotheses.To verify the theoretical hypothesis,adult consumers who have green purchasing behaviors in the past two months are taken as the survey objects,and a total of 367 valid questionnaires are collected.The multiple hierarchical regression analysis method and Bootstrap method were used for empirical test.The Results: 1)self-transcendence values have positive influence on green purchase intention;2)Attitudes,individual norms and perceived behavior control completely mediate the relationship between self-transcendence values and green purchase intention;3)Public media influence negatively moderates the relationship between attitude,individual norm,perceived behavior control and green purchase intention;4)Public media influence negatively moderates the mediating effect of attitude,individual norm and perceived behavior control on the relationship between self-transcendence value and green purchase intention.Through investigation,this paper discusses the relationship of self-transcendence values and green purchase intention,including the mediating effect of attitude,individual norms and perceived behavior control,as well as the moderating effect of public media influence and the mediating effect of regulation.It further improves the research of values theory in the field of green consumption,enriches the theoretical system of green consumption,and provides reference for effectively promoting the development of green consumption market.