Research On The Influence Of Community Environment On Residents’ Green Consumption Behavior Intention

As the main participants of social activities,residents’ intention of green consumption behaviors of key significance for the effective governance of environmental issues.Changing residents’ consumption concepts and patterns,promoting the development green consumption have become new tasks of economic development under the new normal and new requirements of promoting ecological civilization construction.However,relevant researches on environmental factors at present mainly focus on the different effects of different consumption situations on consumers’ behavioral intentions.Then,how does the community environment affect residents’ intention of green consumption behavior? Will other factors interfere in the process of making an impact? Will environmental values influence the relationship during community environment and the residents’ intentions of green consumption behavior? Will the impact of different environmental values be different? Community environment is an important part of environmental factors.The research on the above issues has certain theoretical and practical significance foe residents to implement green consumption behavior intention.Through a large number of literature search,it is found that there are few researches and analyses on environmental factors in the field of consumer market in China,especially the community environment closely related to consumers.Therefore,this paper focuses on the research of residents’ green consumption behavior intention,makes an exploratory research on residents’ green consumption behavior,and puts forward some reference value and feasible suggestions and inspiration for enterprises and governments on related issues of green consumption.Specifically,his paper analyzes the influence of community environment on residents’ green consumption behavior intention,further discusses the mediating role of residents’ subjective norms in the middle,as well as the moderating role of three different dimensions of environmental values,and puts forward ten research hypotheses of this paper.Through online questionnaire survey,we collected 647 valid sample data,and used SPSS 22.0 software and PROCESS decentralization to test and analyze the collected data.The results show that:(1)community environment can not only enhance the intensity of residents’ green consumption behavior intention,but also stimulate the perception of the pressure from surrounding groups;(2)residents’ subjective norms can positively influence teheir intention of green consumption behavior;(3)Subjective norms play a partial mediating role in the relationship between community environment and residents’ green consumption behavior intention;(4)Different dimensions of environmental values have different moderating effects: egoistic values play a positive moderating role in the relationship between community environment and subjective norms,green consumption behavior intention;while altruistic values and ecological values play a negative moderating role in the relationship between community environment and subjective norms,green consumption behavior intention.In the end,combined with the empirical analysis of the conclusions of the research,the corresponding management implications for the government and enterprises,pointed out the limitations of the research as well as the direction of future research.