Analysis of Consumers’ Green Consumption Behavior against the Background of “Carbon Peak, Carbon Neutrality”—Based on Survey Data from Anhui Province

Fagang Hu, Shufen Zhang, Yaliu Yang () and Kun Wang
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Fagang Hu: Business School, Suzhou University, Suzhou 234000, China
Shufen Zhang: Business School, Suzhou University, Suzhou 234000, China
Yaliu Yang: Business School, Suzhou University, Suzhou 234000, China
Kun Wang: School of Management, Suzhou University, Suzhou 234000, China

Sustainability, 2023, vol. 15, issue 16, 1-19

Abstract: With the proposal of the goal of “carbon peak, carbon neutrality”, the concept of environmental protection has become increasingly popular. To explore the characteristics and influencing factors of consumers’ green consumption behavior against a dual-carbon background, this study proposed research variables and hypotheses about green consumption behavior and influencing factors. With the research purpose, research variables, and hypotheses, a questionnaire was designed. Consumers in Anhui Province were chosen as research samples. SPSS26.0 was employed to conduct reliability and validity analysis, correlation analysis, and stepwise linear regression analysis of the questionnaire data to evaluate the factors affecting consumers’ green consumption behavior; through these measures, it was verified that there existed a significant relationship between green consumption behavior and the influencing factors of purchase motivation, channel factor, consumer innovation, and price factor. And it was also verified that the influence of incentive factors and psychological factors was not significant. Based on this, the current study proposes countermeasures and suggestions for setting up environmental awareness, reducing the price of green products, expanding green consumption channels, and stimulating consumer innovation.

Keywords: “carbon peak, carbon neutrality” targets; green consumption; hypothesis testing; linear regression analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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