Abstract
With the increasing of social pro-environmental preference, people receive various “green” signals that influence their consumption decisions. The purpose of our work is to establish a green consumption behavior research model based on social pro-environmental preference. We explore the three expressions forms (regulation, price and public opinion) of social pro-environmental preference, and their expressions content in consumer green purchase and green disposal, as well as the influence mechanism on green consumption. The research results show that the regulatory expression of pro-environmental preference (energy-efficient certification), and the price expression of pro-environmental preference (price discount) have a significant positive effect on green disposal behaviors; environmental online public opinion has a significant positive impact both on green product purchases and green disposal behavior.
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