The Influence Of Media Persuasion On Green Purchase Behavior Of College Students

In recent years,with the improvement of the level of industrialization,the development of urbanization is also more rapid,at the same time,environmental problems are becoming increasingly serious,which brings great challenges to high-quality development.One of the important causes of environmental damage is excessive nongreen consumption.At present,China has set the target of achieving carbon peak and carbon neutrality,and the economic growth is shifting to consumption-driven.In this context,it is very necessary to study how to promote the green transformation of the public consumption pattern.This study focuses on college students,a young group,to explore the mechanism behind green purchase behavior,so as to provide theoretical guidance and reference for promoting the transformation of national consumption mode to green and low-carbon.From the perspective of external factors,this study explores the influence of media persuasion on green purchase behavior,and constructs an intermediary model between media persuasion and green purchase behavior with environmental attitude as the intermediary.On this basis,the moderating effects of price sensitivity and green brand image in the second half of the mediation model are discussed.In this study,1008 college students were surveyed by questionnaire method,and the data analysis and model construction were carried out on the results.The results are as follows:(1)There are no significant differences between male and female in media persuasion,environmental attitude and green brand image,but there are significant differences between male and female in price sensitivity and green purchase behavior.Girls’ scores on green purchase behavior are significantly lower than boys’,while their scores on price sensitivity are significantly higher than boys’.(2)There is no significant difference between media persuasion and green brand image in residential land,but there are significant differences in environmental attitude,price sensitivity and green purchase behavior scores in residential land.College students from cities have significantly higher scores in environmental attitude and green purchase behavior,but significantly lower scores in price sensitivity than rural college students.(3)Media persuasion can significantly positively predict college students’ green purchasing behavior.(4)Media persuasion indirectly affects green purchase behavior through environmental attitudes,and price sensitivity plays a moderating role in the second half of the path,that is,under the condition of low price sensitivity,environmental attitudes has a significant predictive effect on green purchase behavior,while under the condition of high price sensitivity,the predictive effect of environmental attitudes on green purchase behavior decreases.(5)Media persuasion indirectly affects green purchase behavior through environmental attitudes,and green brand image plays a moderating role in the second half of the path,that is,under the condition of low green brand image,environmental attitudes has a significant predictive effect on green purchase behavior,while under the condition of high green brand image,environmental attitudes has a stronger predictive effect on green purchase behavior.