The Influence Mechanism Of Gain And Loss Framework On Green Consumption Intention

Green consumption pays attention to the improvement of human life quality and ecological environment.It is a consumption mode in line with the future development trend and a key way to realize social sustainable development.If enterprises want to achieve long-term development,gain market competitive advantage,grasp the social green development trend,and choose effective green marketing methods,it is their choice to break the situation.The research found that the information framework is a marketing strategy commonly used by businesses,but the previous literature mainly focused on the information framework of traditional products,while there was less research on the impact of the information framework of green products on consumers.Moreover,in the information society,consumers are not only affected by business information,but also intentionally or unintentionally affected by the information provided by their group members.Whether and how the combination of these information affects consumers is not clear,and the green consumption decision-making mechanism of individuals in the face of these information remains to be explored.Therefore,based on the information frame effect and loss avoidance theory,from the two-way perspective of internal and external factors,this study uses the situational experiment method to explore the impact path and boundary conditions of consumers’ satisfaction with the current situation deviation and group pressure on consumers’ green consumption intention,reveal the psychological mechanism of the impact of different information descriptions on consumers’ green consumption intention,and provide theoretical and empirical basis for the study of consumers’ green consumption psychology and environmental factors.The results show that:compared with the loss framework,consumers are more willing to green consumption when facing the benefit framework;Group pressure plays a moderating role between the gain and loss framework and consumers’ green consumption intention.Under high group pressure,consumers have higher green consumption intention to benefit than the loss framework,while under low group pressure,consumers have higher green consumption intention to loss framework than the benefit framework;Further research on the psychological mechanism of the main effect shows that the current situation deviation plays an intermediary role between the gain and loss framework and consumers’ green consumption intention,and group pressure can adjust the second half of the impact of the gain and loss framework mediated by the current situation deviation on consumers’ green consumption intention.The research conclusion is of great significance to reveal the internal mechanism and external group environment of consumers’ green consumption and help enterprises formulate green product marketing strategies.