The Effect of Green Values on Green Consumption Behaviour

Abstract

Taking Zhengzhou residents as the research object through the structural equation model test and intermediary utility test, it can be seen that green values significantly affect customers’ green consumption behavior; Green values have a significant active effect on public lifestyle, which plays a regulatory role in green values and green consumption behavior. The relevant conclusions are as follows: Firstly, the public’s green consumption behavior is affected not only by their green values, but also by lifestyle, and the impact effect of lifestyle is higher than that of green values. Secondly, public green values can directly affect their lifestyle, which means that green values play a vital role in the change of public lifestyle. Thirdly, green values not only have a direct impact on the public’s green consumption behavior, but also have an impact on the public’s lifestyle which will indirectly affect their green consumption behavior. On the basis of the mentioned analysis, this paper proposes relevant countermeasures to promote the public’s green consumption behavior.