Research On The Formation Mechanism Of Green Premium Payment Willingness And Green Business Model

The concept of sustainable development has derived new products,services and business model innovation.With the government vigorously advocating a green lifestyle,consumers’ green awareness is increasing.Green products are gradually favored by consumers because of their environmental protection,low-carbon and other characteristics.Price is not only an important factor affecting consumers’ purchase decision,but also an important indicator of enterprises’ strategic investment and market choice.As the ultimate buyer of products,consumers are the ultimate driving force to promote the development of the market.Limited by technology,energy and other factors,the price of green products will be higher than that of general products,that is,green premium,and price is often an important factor affecting consumers’ choice.How to gain competitive advantage in the green consumer market and promote more users to realize the transformation from positive attitude to effective purchasing power has become the focus of green enterprises.Only when the green business model is established,will the consumers be willing to pay the excess profit,and then the green business model will generate the help.Therefore,this paper selects the willingness to pay green premium as the basis for research.Firstly,this paper sorts out the relevant studies of previous scholars on green premium and willingness to pay green premium,and summarizes that the willingness to pay green premium is universal and not limited by region and culture.Then this paper divides consumers into individual consumers and manufacturer consumers,and uses the questionnaire survey method to investigate the willingness of individual consumers to pay green premium,On this basis,combined with the cart decision tree algorithm for empirical analysis,this paper makes a qualitative analysis on the green premium payment willingness of manufacturers and consumers,and summarizes the formation mechanism of green premium payment willingness of two groups.Secondly,by analyzing the business model construction of BASF,Unilever and Chengde Yuanbaoshan Holiday Inn based on the willingness to pay green premium,this paper summarizes the experience that can be used for reference for the construction of green business model of different types of enterprises.Furthermore,this paper constructs a business model based on the willingness to pay green premium with the help of canvas model,tries to describe the operation mechanism of the business model,displays it in the form of mechanism diagram,and puts forward suggestions on the implementation path of the business model.Finally,it puts forward macro countermeasures and suggestions for the realization of business model,mainly including:strengthening government management and scientifically formulating policy system;Improve the government supervision mechanism and strive to enhance consumer trust;Meet the gree n development of industrial chain and form multidimensional supervision;Attach importance to science and technology and strengthen the cultivation of green talents;Continue to cultivate the concept of green consumption and set off a good consumption atmosphere.