Research on Consumption Behavior of Green Household Appliances under the Background of Carbon Neutrality

Abstract

With the gradual implementation of China's "Carbon Neutral" policy, the concept of green consumption has gradually penetrated into consumers' daily life, and innovative green household appliances have emerged one after another, affecting consumers' green purchase behavior. Based on this, this paper conducts an empirical analysis from the perspective of consumer psychological mechanism, government behavior, green purchase intention and behavior. The results are as follows: green purchase intention is significantly and positively affected by consumer innovation and the effectiveness of cognitive behavior, as well as by the government environment. Besides, Green purchase intention plays an intermediary role between policy environment and green purchase behavior.