Study on the influence mechanism of ecological consumption behavior: taking Beijing citizens as an example

Abstract

Ecological product is a major aspect in the concept of ecological civilization construction in China, which provide a practical grasp and material carrier for the theory of "Two Mountains". The realization mechanism of the value of ecological product is the key path to realize the transformation of "Two Mountains". As the main body of consumption, consumers' ecological consumption behavior directly determines the degree of value realization of ecological product. In this background, based on the theory of planned behavior, the influence mechanism model of consumer ecological consumption behavior is constructed. In this model, the values of ecological consumption is antecedent variable, the attitude of ecological consumption is intermediary variable, the reference group is moderator variable and the behavior of ecological consumption is result variable. The relationship among them was tested by partial least squares structural equation modeling (PLS-SEM). The results show that the ecological consumption values positively predict the ecological consumption attitude, while the ecological consumption attitude positively predicts the ecological consumption behavior. Moreover, the relationship between the ecological consumption values and the ecological consumption attitude is positively regulated by the reference group.