The Impact Of Product Green Attributes On Consumers' Green Consumption Intention

Global environmental problems are becoming more and more serious,such as frequent haze weather,rapid forest decline,grassland vegetation decline,land desertification,frequent sand and dust storms,air pollution,the destruction of species diversity,water environmental pollution,etc.,which threaten the human living environment and All aspects of space.Among them,the problem of garbage disposal has always been one of the important environmental problems facing developing countries.Green consumption is an effective means to alleviate garbage disposal.At the same time,the convenience of garbage disposal is also an important factor influencing green consumption.At present,although my country's green consumption has made some progress,there are still various reasons that hinder the development of green consumption.Therefore,it is very important to explore the boundary conditions that affect green consumption and analyze the mechanism of green consumption.Based on the perspective of consumers' psychological factors,this paper explores the relationship between product green attributes,environmental protection self-accountability,interpretation level,convenience of post-purchase disposal and consumers' green consumption intentions.Based on the research content,four hypotheses were proposed.In order to verify the theoretical hypotheses,three experiments were set up,including one field experiment and two network experiments.The first experiment and the third experiment were based on college students,and the second experiment was based on different regions.Consumers are the experimental subjects and collect questionnaires.Use group regression analysis and Process method to conduct empirical tests to verify the relationship between product green attributes and consumers' green consumption intentions,including the intermediary role of environmental protection self-accountability,the intermediary role of interpretation level adjustment,and the convenience of post-purchase disposal The regulatory role.The research results show that: 1)The green attributes of products can have a positive impact on consumers' green consumption intentions;2)Environmental self-accountability plays an intermediary role between the green attributes of products and green consumption intentions,and is part of the intermediary.The stronger the individual's environmental self-accountability,the more likely it is to engage in green consumption;3)The interpretation level has a moderating role in the relationship between the green attributes of the product and the environmental self-accountability.When the individual is at a low interpretation level,the green attributes of the product have a significant impact on the individual's environmental self-responsibility;when the individual is at a high interpretation level,the product's green attributes have no significant impact on the individual's environmental protection self-responsibility;4)Post-purchase disposal convenience adjustment In view of the relationship between product green attributes and green consumption intentions,the higher the convenience of post-purchase disposal of products,the more it can enhance consumers' green consumption intentions.And further strengthened the discussion of planned behavior theory and normative activation theory in the category of green consumption,and provided a reference for promoting the progress of the green consumption market.