An Empirical Study On The Multi-dimension And Influencing Factors Of Sustainable Consumption Behavior

Consumption,investment and net exports are the "troika" driving economic growth.The continuous growth of China’s overall economy is inseparable from the continuous expansion of residents’ consumption scale.However,in the process of rapid upgrading from subsistence to well-off life,the consumption pattern has been derailment.Unsustainable consumption such as comparison consumption and ostentatious consumption emerge in endlessly,which brings enormous pressure and irreversible damage to the environment.Since the birth of the concept of sustainable consumption,the connotation and concept of sustainable consumption have gradually become clear after many researches by scholars at home and abroad,and the exploration of the influencing factors of sustainable consumption behavior has gradually entered a good stage.However,the research content mainly focuses on a specific influencing factor or macro financial policy.Consumption,investment and net exports are the "troika" driving economic growth.The continuous growth of China’s overall economy is inseparable from the continuous expansion of residents’ consumption scale.However,in the process of rapid upgrading from subsistence to well-off life,the consumption pattern has been derailment.Unsustainable consumption such as comparison consumption and ostentatious consumption emerge in endlessly,which brings enormous pressure and irreversible damage to the environment.Since the birth of the concept of sustainable consumption,the connotation and concept of sustainable consumption have gradually become clear after many researches by scholars at home and abroad,and the exploration of the influencing factors of sustainable consumption behavior has gradually entered a good stage.However,the research content mainly focuses on a specific influencing factor or macro financial policy.This paper starts from the concept of sustainable consumption,defines the theoretical and practical significance of sustainable consumption behavior,and obtains three dimensions to measure sustainable consumption behavior,namely,quality of life,care for the environment,care for the future generation.Based on behavioral theories such as value belief norm theory and social learning theory,this study constructed a conceptual model of three dimensions of sustainable consumption behavior and the relationship among social influence,habits,consumer values and emotions,and put forward 26 hypotheses.Through the selection of foreign maturity scales and expert interviews,the initial measurement items of influencing factors of sustainable consumption behavior were obtained,and then the three-dimension15-item measurement scale of quality of life,caring for the environment and caring for the future generation was obtained by purifying the scale.Statistical data analysis software SPSS23 and AMOS 24 were used to test the reliability and validity of the questionnaires,which all met the standards.Then descriptive statistics,reliability and validity analysis,variance analysis,correlation and regression analysis,and moderating effect analysis were carried out for 397 formal and valid questionnaires.The empirical analysis results show that the dimension of life quality of sustainable consumption behavior has a significant relationship with habits and emotions,concern about the environment has a significant relationship with social impact and consumer values,and the dimension of caring for the future generation has a significant relationship with social impact,consumer values and emotions.According to the analysis results,the model is revised.At the end of the paper,suggestions are put forward to cultivate citizens’ green ecological values and formulate long-term ecological education plan,which provide effective decision-making basis for the government and marketing personnel to guide consumers’ sustainable consumption behavior.