Research On The Purchase,Use And Curing Behavior Of Ecological Products Of Rural Residents

In the context of national efforts to promote the construction of ecological civilization,developing ecological economy,implementing ecological consumption and prompting consumers to change from unsustainable consumption behavior to sustainable ecological consumption behavior is an important way to solve ecological problems such as resource depletion and environmental pollution.Practical research has found that rural residents’ awareness of ecological consumption is low,their willingness to purchase some ecological products is not high,and there are problems such as low utilization,poor use,and difficulty in solidifying ecological consumption behaviors after they are formed,which also largely hinder rural residents’ ecological consumption.Most of the existing studies have explored ecological consumption and consumption patterns from macro or meso levels,but studies on how rural residents’ ecological consumption behaviors are formed and how to solidify them after they are manifested from a micro perspective need to be further strengthened.To this end,this paper takes rural residents in Jiangxi Province as the research object,and conducts a questionnaire survey on 658 rural residents in 66 townships of 11 cities and 44 counties in Jiangxi Province,a national demonstration zone of ecological civilization,to understand the current situation of rural residents’ ecological product purchase and use through descriptive statistics based on attitude behavior scenario theory and behavior reinforcement theory;The Heckman sample selection model was used to analyze the factors influencing rural residents’ ecological product purchase decisions and degree of use from a breadth perspective;and the Cox proportional risk model analysis method was used to explore in depth the facilitating(or hindering)factors of rural residents’ ecological product use curing behavior,taking two-wheeled electric vehicles as an example.The results show that,firstly,from the breadth,75.6% of rural residents implement eco-product purchase behavior,and the mean value of eco-product use degree is 2.82,which means that rural residents’ eco-product purchase decision is high but use degree is average;from the depth,nearly 70% of rural residents choose to use two-wheeled electric vehicles continuously,and the average use duration is 53.6 months.Second,the psychological and situational factors of rural residents play different roles in ecological product purchase decisions and usage levels.Finally,personal characteristics,consumption characteristics,lifestyles,and social factors of rural residents all significantly influence the curing behavior of rural residents’ two-wheeled electric vehicle use to varying degrees.Accordingly,the following suggestions are made: first,to enhance rural residents’ willingness to purchase ecological products,we should pay attention to rural residents’ perceived usefulness of ecological products,strengthen rural residents’ sense of environmental responsibility,and give full play to the leading role of social reference norms;second,to increase rural residents’ use of ecological products,we should focus on improving ecological product policies that combine incentives and controls,and strengthen ecological knowledge publicity and education;third,to promote the solidification of rural residents’ ecological consumption behavior,we should transform the consumption habits and lifestyles of rural residents,reduce the conversion costs of ecological product purchases,give full play to the leading role of social reference norms,and gradually guide the solidification of rural residents’ ecological consumption behavior through the government’s economic incentives and administrative supervision means while increasing public awareness and education.