THE IMPACT OF ENVIRONMENTAL RESPONSIBILITY ON GREEN CONSUMPTION BEHAVIOR

Abstract

Nowadays, people are overwhelmingly aware of the major challenges for the planet and begin to accept and make gestures toward the environment. Environmentally friendly consumer behavior is increasingly popular. China will increase its Nationally Determined Contributions, adopt more powerful policies and measures, strive to peak carbon dioxide emissions by 2030, and strive to achieve carbon neutrality by 2060. To achieve this goal, from the perspective of consumers, green consumption behavior is the point. Based on the VBN theory, this paper establishes and studies the green behavior of consumers in Kunming, China, with environmental responsibility as the independent variable, green consumption cognition as the mediating variable, and green consumption behavior as the dependent variable. A total of 326 valid questionnaires were collected, and the empirical results found that environmental responsibility positively affects green consumption cognition; environmental responsibility positively affects green consumption behavior; green consumption cognition positively affects green consumption behavior; green consumption cognition is related to environmental responsibility and green consumption. There is a partial mediation effect between behaviors. To improve the green consumption behavior of consumers, three suggestions are put forward.