Research On The Influence Mechanism Of Online Green Interaction On Residents’ Green Consumption Behavior

Green consumption is regarded as a significant work to achieve the goal of global sustainable development,and individuals’ green consumption behavior plays a key role in promoting the development of sustainable production and consumption system.With the vigorous development of the Internet,the identity of consumers has changed,from the passive receiver of information to the creator and disseminator of information,realizing the overlap of three identities.The rise of new social platforms not only enriches the interaction channels between individuals,but also affects consumers’ consumption willingness and behavior decisions.In the social scenario,the social interaction between consumers and other members of the platform has an interactive impact on consumers’ willingness to participate in consumption and behavioral decisions.Consumers who join the interactive discussion interact with information on the online platform,exchange product information,use experience,service experience,etc.This interactive communication will not only affect people’s ideas and behaviors,but also provide convenience for green consumption behavior.By combing through the existing literature,we find the existing literature less directly involving online green interaction on residents’ green consumption behavior research.Therefore,this research focuses on digital lifestyle common social platform interaction,exploring whether individual online information interaction and online emotional interaction can have a positive impact on people green consumption behavior practice,which based on the psychological perspective,to test online interaction on green consumption behavior path and boundary conditions,and proposes for the enterprise marketing practice and government environmental policy.In this study,we used SPSS26.0 and AMOS26.0 statistical analysis software and PROCESS plug-in to effectively analyze 626 valid questionnaires collected,and combined questionnaire survey and in-depth interview.The research results show that:(1)The two dimensions of online green interaction,online information interaction and online emotional interaction will promote residents’ green consumption behavior.(2)Online green interaction can trigger residents ’positive feelings(pleasure and praise)for themselves or other members,and also trigger residents’ negative feelings(feelings about worry and guilt)about the environment and behavior damage.(3)Positive emotions and negative emotions play a mediating role in the path of "online information interaction-green consumption behavior" and "online emotional interaction-green consumption behavior".(4)Empathy with nature plays a negative role in moderating the path of "online information interaction--green consumption behavior" and "online emotional interaction-green consumption behavior".(5)Empathy with nature plays a negative role in moderating the path of "online information interaction--positive emotion","online emotional interaction--positive emotion","online information interaction--negative emotion" and "online emotional interaction--negative emotion".At the same time,empathy with nature negatively moderates the mediating role of positive emotions and negative emotions in the path of "online green interaction--green consumption behavior".The research conclusion is drawn from the empirical analysis results,and we subsequently propose the corresponding management enlightenment or relevant suggestions which put forward to the government,enterprises and consumers,and point out the existing shortcomings of the research and the future research development direction.