The Influence Of Environmental Indebtedness On Green Purchase Behavior

In the face of the pressure on the environment brought by rapid economic growth,the report to the 19 th National Congress of the Communist Party of China called for accelerating the construction of ecological civilization and promoting green development.With the change of the new development pattern of double circulation at home and abroad,the fundamental realization of internal circulation lies in consumption-driven.Therefore,under the background of green development,how to promote green consumption and promote the transformation of green lifestyle is a practical problem currently existing.However,current consumers generally have high environmental awareness and low action motivation,how to effectively promote consumers’ green purchase behavior is the current research hotspot.In the current ecological moral construction,there is little research on consumers’ green purchase behavior from the perspective of ecological moral emotion.In order to explore the influence mechanism of green purchase behavior in a more comprehensive way,on the basis of the theoretical model of planned behavior,this paper expands the theoretical model of planned behavior by considering ecological moral emotion--environmental indebtedness.In addition,although the theory of planned behavior has been widely used and tested by scholars,there is still a lack of comparative testing of single factor core components in the current literature,which is supplemented in this paper.Based on the theory of planned behavior,this paper introduced environmental indebtedness,divided the three variables of attitude,subjective norms and perceived behavioral control into dimensions,and compared the utility of each dimension with green purchase intention.Online questionnaire survey was adopted to form a formal questionnaire after pre-survey and conduct formal survey.SPSS and AMOS were used to conduct descriptive statistical analysis,normality test,common method deviation test,reliability and validity analysis,and correlation analysis of the collected effective data to test the hypotheses.Conclusions were drawn as follows:(1)The sense of indebtedness can be applied to one’s feelings towards the environment.Environmental indebtedness has a moderating effect on green buying behavior,but it is weaker than the direct positive effect of environmental indebtedness on green purchase behavior.And when green purchase behavior is affected by environmental indebtedness,self-efficacy,controllability and green purchase intention,the effect coefficient of environmental indebtedness is the largest.(2)There is no significant difference between environmental cognition and environmental indebtedness on green purchase intention,while the effects of injunctive norm and self-efficacy on green purchase intention are significantly better than those of descriptive norm and controllability.(3)Environmental cognition,environmental indebtedness,injunctive norm and self-efficacy all have positive effects on green purchase behavior through the mediating effect of green purchase intention under different significance.Based on the above conclusions,this paper puts forward suggestions on how to promote green consumption from the perspectives of government and enterprises.For the government,the most important thing is to actively promote the education and publicity of ecological civilization,and actively urge enterprises to operate in environmental protection.Enterprises should actively arouse consumers’ moral emotion to stimulate consumers’ psychological protection of ecological environment so as to stimulate green purchase.