| Now,green development has been integrated into political,economic and other aspects.With the deepening of green development,the public is very interested in environmentally friendly products.The success of the implementation of the concept of green development determines the sustainable development of enterprises and society.In this context,this paper selects green and environmentally friendly products as the object to analyze the corresponding perception factors,consumers’green decision-making,consumer trust and consumer self-improvement.relationship research.Based on the existing literature,this paper conducts domestic and foreign research on green products,green consumption and green consumption willingness,the antecedents and mediators that affect consumers’ green consumption,the regulating factors affecting consumers’ green decision-making,consumers’self-improvement,and consumer trust.Summarizing,expounding the theory of planned behavior and consumer behavior;then constructing a model with green product marketing perception elements as independent variables,consumers’ green decision-making as dependent variables,consumer trust as an intermediary variable,and consumers’ self-improvement as adjustment Empirical model of variables,put forward research hypotheses on the basis of literature support,compile measurement items of four variables according to previous researches of scholars and the particularity of environmental protection materials industry,design,issue and collect questionnaires;Descriptive all effects were analyzed.The research of this paper puts forward specific suggestions for the sales of green environmental protection materials industry,and can also provide ideas for similar enterprises. |
