Research on the Factors and Guidance Paths of Green Consumption among College Students in the Context of the "home-based Economy"

Abstract

The rapid popularity of the Internet has provided a powerful foundation for the development of "stay-at-home culture" and has given rise to the flourishing " home-based Economy." While enjoying the convenience of network innovation and technological change, the fast and convenient consumption methods of the " home-based Economy" have also brought about problems such as irrational consumption, resource waste, and environmental pollution. At the Fifth Plenary Session of the 18th Central Committee of the Communist Party of China, General Secretary Xi Jinping proposed "Five Development Concepts," in which green development is an important trend and plays an important role in promoting low-carbon economic development and laying a solid foundation for sustainable social development. College students in the "Z era" are not only important participants in the " home-based Economy," but also an important group for cultivating civilized, healthy, and environmentally friendly concepts. This project analyzes the green development path of the " home-based Economy," investigates the consumption concepts and behaviors of contemporary college students, and studies how to guide the construction of college students' green consumption concepts.