The Influence Mechanism Of Awe On Green Consumption Intention

With the accelerated process of human industrialization and modernization,people’s living standards in various countries are constantly improving,but at the same time,human activities also have a lot of harmful effects on the natural environment and bring a series of environmental problems,the contradiction between the increasing consumption demand of human and the increasingly prominent environmental problems is deepening.At present,governments and enterprises of all countries are introducing relevant policies and taking corresponding measures to help improve environmental problems.However,improving environmental problems not only requires the efforts of governments and enterprises,but also requires the participation of consumers.The overall level of social green consumption is shaped by the specific behaviors of daily consumption of many individuals,and these behaviors have high individual characteristics.At present,although many consumers hold a positive attitude towards environmental protection and are willing to adopt an ecologically friendly lifestyle,many consumers are still unwilling to buy green products.Therefore,it is still necessary to study what factors can enhance consumers’ green consumption willingness.Based on the relationship between human and nature,this thesis will study the promoting effect of the sense of awe triggered by nature on consumers’ green consumption intention.In this study,the prototype theory of basic awe and the family life cycle theory were studied to establish a theoretical model with green consumption intention as the dependent variable,negative awe as the independent variable,the sense of smallness as the mediating variable,and the family life cycle as the moderating variable,so as to explore the influence mechanism of negative awe on consumers’ green consumption intention.This study mainly used experimental methods to collect data,and verified relevant hypotheses through three formal experiments and two preliminary experiments.A total of more than 890 subjects were recruited to participate in the experiment.In experiment 1,the modified written memory method was used to prove the positive effect of negative awe on consumers’ green consumption intention through single-factor three-level intergroup experiment,and the alternative explanation of fear was excluded.In experiment 2,the measurement material of green consumption intention was changed,and the single factor two-level intergroup experiment further proved the positive effect of negative awe on consumers’ green consumption intention,and showed that the mediating effect of small self was significant.In experiment 3,by changing the priming method of awe and using video priming method to stimulate the subjects’ sense of awe,the mediating mechanism of the main effect and the sense of smallness was again verified in this thesis,and it was found that compared with other stages,the subjects in full nest stage 1 and full nest stage 2 were significantly increased in green consumption intention after being influenced by the sense of awe.The empirical results of this thesis have strong theoretical and practical significance.First of all,different from most previous studies,this thesis studies the positive effects of awe from the negative valence of awe,enriching the research on the negative aspect of awe.Secondly,this thesis introduces the family life cycle into the study of green consumption for the first time to explore the differences between different stages of the family life cycle.Different from simple demographic characteristics,the family life cycle is more convincing.Finally,by arousing the sense of awe,people can be called on to engage in more green consumption,assume their own responsibilities,clarify the relationship between individuals and nature,respect and protect nature,and always maintain a heart of awe towards nature.Enterprise marketing personnel can stimulate consumers’ sense of awe by adding awe elements in advertisements and slogans.The government can add the element of awe in the relevant publicity process to stimulate parents’ awareness of protecting their children,so as to achieve the purpose of promoting parents’ green consumption.