The Influence Of Social Preference On Green Consumption Behavior

Explicit regulations,institutions and price information norms guide individual consumption behavior,and individual behavior(this paper takes travel mode as the experimental scene)is also affected by the ethics and value system of the society in which they live.As a form of expression of social and group value,social tendency also plays a continuous hinting and guiding role in people’s green consumption behavior.As an objective existence parallel to the explicit norm,its influence mechanism on individual green consumption behavior has become a subject that has been widely concerned and valued by academic circles and business practitioners.Individual consumers are in social norms and ethics and form specific preferences and value choices in life practice.When faced with different travel modes and their accompanying environmental effects,they will generate different emotions based on social preferences and expectations.These emotions will further have implications for individual travel behavior and influence their green behavior.Consumers’ specific emotions when facing positive or negative travel behaviors not only reflect individual behavior expectations,but also reflect the guiding and hinting functions of social preference on individual green behaviors to some extent.Different from the wellknown explicit regulation,this mechanism of individual emotion change and behavior adjustment based on social tendency is an internalized and implicit regulation,and its effect,mechanism and path on green consumption behavior need to be deeply discussed and explored.Taking the behavior choice of(non-)green travel mode as an example,this study first analyzes the connotation,motivation,value and process of individual green consumption behavior.Secondly,based on the theories of social exchange and behavioral science,the structural stimulation path between social preferences and emotions in individual green behaviors is clarified.Taking consumers’ choice of(green)travel mode as an example,this research explores the influence of individual social preference on green behavior from the perspective of emotion through experimental research,and reveals the psychological influence process of social orientation on consumers’ choice of green behavior based on emotion to a certain extent.The results showed that :(1)the social status signal and group identity conveyed by individual green travel behavior can effectively trigger happiness and pride,while the emotional triggering effect of reciprocal altruism depends on whether the individual has similar experience;(2)compared with non-green travel behaviors,green behavior can bring more significant positive stimulation utility to individuals;(3)individuals with positive green travel behavior experience will trigger their anger and disgust when facing nongreen behaviors of others,that is,non-green behaviors of others will be emotionally resisted by green individuals.This study enriches the existing theoretical research on green consumption behavior and reveals the social psychological implication function of individual(non-)green travel mode choice based on emotion and social preference to a certain extent.The theoretical model constructed in this study helps to enrich the mechanism between individual social preferences and green travel behavior decision-making.For the government and policy makers,this research is of great significance in guiding individual green consumption and leading green fashion.For enterprises,the individual green behavior decision-making rule revealed in this research can help enterprise managers better interpret and predict consumers’ emotional response and behavioral adjustment direction under specific circumstances,so that enterprises can adjust marketing strategies and fulfill social responsibility while creating economic value.