The Impact of Green Consumption Cognition on Green Purchasing Intention: From the Perspective of Face Awareness

Ying Zhu ； Sze-Ting Chen

《DPU International Conference on Business Innovation and Social Sciences 2021》 International Sessions (2021/05) Pp. 283-292

https://doi.org/10.29608/caicictbs.202105.0032

摘要

In recent years, green consumption gradually appears in people's vision. But many consumers still stay in the level of consciousness about green consumption in China. Therefore, it is very important to explore the influencing factors of consumers' green purchasing behavior. In this paper, we consider the traditional knowledge-confidence-action model. Through the online questionnaire, this paper explores the impact of green consumption cognition and green perception value attitude on green purchase, and how face consciousness regulates the above relationship. The expected result is that green consumption cognition has an impact on green purchasing intention through green perception value, and people with high face consciousness are more likely to have prosocial behavior. Based on the results and conclusions, we hope to enrich the research of China's local consumer behavior and provide guidance for enterprises to promote green products.

關鍵字

Green consumption cognition ； green perception value ； green purchase intention ； face awareness