Research On The Influence Of Environmental Sensitivity On Green Consumption Intention

With the development of the times and the progress of science and technology,people’s living standards have been greatly improved.At the same time,the mode of getting along with nature has also changed.In the past,people respected nature and obtained resources reasonably from nature.Now,the economic development makes people more and more expansive.Excessive pursuit of material life and neglect of ecological protection not only cause great damage to the ecological environment,but also bring irreversible harm to human health.Some scholars have proposed that 30%-40% of all environmental problems are caused by individual consumption activities.In recent years,as a new mode of life and consumption,green consumption has attracted people’s attention because of its environmental characteristics,and has been advocated and implemented by many countries.As the explanatory variable of green consumption behavior,green consumption intention has become the research focus of scholars.Scholars have studied the antecedent variables of green consumption intention from different perspectives.Some scholars think that demographic factors can affect green consumption intention,while others think that environmental sensitivity and other internal factors of consumers can affect green consumption intention.However,the existing research on environmental sensitivity and green consumption intention is more based on theoretical basis,and empirical analysis is still lacking.Therefore,this paper takes consumers’ purchase intention of energy-saving household appliances as the representative of green consumption intention,and empirically studies the effect of environmental sensitivity on green consumption intention.On the basis of reviewing previous literature and drawing on previous research results,this paper constructs a theoretical model of environmental sensitivity,green perceived value and green consumption intention,and introduces consumer confidence as moderating variables to explore the relationship between the variables.This paper mainly uses literature research,questionnaire survey and statistical empirical research methods to study the paper.In terms of data collection,833 valid questionnaires were collected through online and offline channels,and statistical analysis was carried out through SPSS21.0 and AMOS24.0 to test whether the theoretical model proposed in this paper is tenable.Through data analysis,this paper draws the following conclusions:(1)consumers’ environmental sensitivity has a significant positive impact on greenconsumption intention,that is,the stronger the environmental sensitivity is,the more consumers are inclined to green consumption;(2)environmental sensitivity has a significant positive impact on green perceived value,and for green products,consumers with strong environmental sensitivity are more likely to feel it green,environmental value;(3)the customer’s green perceived value has a significant positive impact on green consumption intention,the greater the customer’s green perceived value of products,the greater their purchase intention;(4)customer’s green perceived value plays an intermediary role in the relationship between environmental sensitivity and green consumption intention,that is,customer’s environmental sensitivity can affect green consumption intention through green perceived value;(5)consumer confidence plays a positive role in the relationship between environmental sensitivity and green perceived value,that is,the higher the level of consumer confidence,the stronger the relationship between environmental sensitivity and green perceived value;consumer confidence plays a negative role in the relationship between green perceived value and green consumption intention,that is,consumer confidence weakens the relationship between perceived value and green consumption intention Relationship.Finally,this paper discusses the results of the study,puts forward some management and marketing suggestions for the government and enterprises,and puts forward the future prospects and relevant suggestions for this study.