Research on the Influence of Green Consumption Point System on Green Consumption Intention
DOI:
https://doi.org/10.6981/FEM.202510_6(10).0004Keywords:
Green Consumption Points System; Green Consumption Intention; Attitude of Consumers.Abstract
Research purpose: As the country has mentioned the green consumption points system for many times, consumers' attention to green consumption has gradually increased. This paper studies the influence of the green consumption points system on consumers' green consumption intention from the perspective of consumers. Research methods: This paper uses literature research, questionnaire survey and empirical analysis to collect a total of 213 valid questionnaires, and carries out descriptive statistics, reliability and validity test, correlation analysis, regression analysis and mediating effect test. Conclusions: Firstly, the green consumption points system has a significant positive impact on green consumption intention; Secondly, consumer attitude, subjective behavioral norms, perceived behavioral control and goal intention play an intermediary role in the process of green consumption point system's influence on green consumption intention; Third, there may be differences in consumers with different characteristics, so we can introduce regulatory variables in the follow-up research. Finally, the paper puts forward some suggestions for the government, society and consumers.
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