Research On The Influence Of Consumers' Expected Guilt On Green Consumption Intentio

At present,as a series of social problems such as global warming,industrial pollution and ecological destruction become more and more serious,people gradually realize the importance of harmony between man and nature,and the awareness of environmental protection is gradually improved.As a consumption concept that keeps pace with the times,green consumption has also been vigorously advocated and popularized in recent years.At the same time,as an important subject of social construction,consumers play a vital role in environmental protection.According to some researchers,individual consuming behaviors are responsible for more than a third of environmental concerns.Exploring the elements that influence green purchasing behavior from the perspective of consumers is a critical step in advocating for the adoption of the green and low-carbon concepts,and it also offers a foundation for human society to accomplish the objective of sustainable development.Green consumption intention has long been a hot topic in consumer behavior research as an explanatory variable of green purchasing behavior.Integration of previous research of scholars both at home and abroad,found that some scholars focus on the population statistics,government policy,social support and other external factors and environmental consciousness,perceived value,environmental responsibility moral factors such as environment,and individual psychological characteristics,self concept and specific emotions such as individual psychological characteristics study of the impact of green consumption is not yet perfect.This research is based on cognitive dissonance theory and involvement theory,and from the perspective of specific emotions,it deeply explores the influence mechanism of guilt,which is a pro-social negative emotion,on green consumption intention.This study collected a total of 426 valid questionnaires through questionnaire survey,and found through empirical research that:(1)Anticipated guilt has a positive effect on green consumption intention;(2)Anticipated guilt has a positive effect on perceived consumer effectiveness;(3)Perceived consumer effectiveness has a positive influence on green consumption intention;(4)Perceived consumer effectiveness plays a part of the mediating role between anticipated guilt and green consumption intention;(5)Green involvement plays a positive moderating effect on perceived consumer effectiveness of consumers’ anticipated guilt.The conclusion of this paper is of great significance both in theory and practice.In theory,we first explore the mediating role of perceived consumer effectiveness by taking anticipated guilt as an ante-variable of green consumption intention,so as to reveal the internal influence mechanism of anticipated guilt on green consumption intention.Secondly,it adds the degree of green engagement into the study model,investigates and explains the impact of various levels of involvement on green consumption,and extends on previous research on the elements that influence green consumption intention.In addition,from a practical point of view,the research conclusion provides theoretical support for relevant governments and enterprises to carry out sustainable green marketing,which is not only conducive to the popularization of green consumption concept,but also can promote residents to form a positive intention of green consumption behavior,promote the pro-environment participation of the whole people,and accelerate the construction of harmonious coexistence between man and nature.