Research On Consumers’ Green Consumption “Attitude-behavior” Gap Classification

Facing the increasingly serious global ecological environment crisis,changing the traditional consumption model and establishing and practicing the concept of green consumption have become the consensus of all mankind.Although the public’s awareness of green consumption is constantly awakening,more and more people are taking a positive attitude towards green consumption.However,the public’s green consumption attitude has not been converted into green consumption behavior.In this severe environmental situation,it is particularly important to classify consumers’ green consumption “attitude-behavior” gap,so as to measure the gap level and understand the current status of the gap and take corresponding measures to repair the gap.As a brand-new idea,the classification of consumers’ green consumption“attitude-behavior” gap studied in this paper has important theoretical and practical significance for promoting the development of green consumption in the future.This article uses literature research,market research and empirical analysis methods,and on the basis of attitude-behavior-situation,sustainable development and attitude,and other related theories,expands on consumers’ green consumption“attitude-behavior” gap classification research and exploration.This article first introduces the current situation of consumers’ green consumption “attitude-behavior”gap.Secondly,using the delphi method,an indicator system for measuring consumers’ green consumption attitudes was constructed from three levels: green consumer awareness,green consumer sentiment and green consumer intention.Constructed an index system and corresponding rating evaluation standards for consumers’ green consumption behavior measurement from nine aspects including resource conservation and pollution reduction.The green consumption “attitude-behavior” gap is divided into five levels based on the differences in the types of gaps included.Choosing the fuzzy comprehensive evaluation model as the calculation model to determine the consumer’s green consumption attitude and behavior level.Thirdly,this article selects 200 college students in each of Shenyang,Dalian,and Anshan as the empirical objects,divides the “attitude-behavior” gap,testes the indicator system and understands the gap situation of college students in the three cities.Finally,this paper analyzes the evaluation results,suggests countermeasures for gap repair and summarizes the research conclusions and enlightenment.This study constructes an indicator system for consumers’ green consumption“attitude-behavior” gap grade division,realizes the measurement and grade division of different consumers’ green consumption “attitude-behavior” gap status,and solves the previous attitudes to consumers’ green consumption “attitude-behavior” gap.The problem of measuring and grading through specific standards will broaden the research perspective of green consumer behavior and fill the gaps in research in this field.