Temperature Word: Green Consumption Booster

KaiYu Mi, JiaYi Liu, ShuQi Li, XiaoMing Luo and Yang Zhou ()
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KaiYu Mi: Guangdong University of Technology
JiaYi Liu: Guangdong University of Technology
ShuQi Li: Guangdong University of Technology
XiaoMing Luo: Guangdong University of Technology
Yang Zhou: Guangdong University of Technology

A chapter in Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024), 2024, pp 292-298 from Springer

Abstract: Abstract With the intensification of the contradiction between environmental protection and economic development in China, people pay more and more attention to green economy. Among them, green consumption, as a key force to promote the development of green economy, has aroused extensive discussion in academic circles. However, previous studies mainly focused on the impact of interpersonal factors on consumers’ green consumption behavior, and the research on non-interpersonal field is still insufficient. In view of this, the purpose of this study is to analyze the influence of temperature word on consumers’ green consumption behavior by conceptual priming method. Through a survey of 130 consumers in more than 10 provinces in China, it is found that temperature word has a positive impact on consumers’ green consumption behavior. This shows that the rational use of temperature word in publicity and marketing scenes is expected to stimulate consumers’ green consumption behavior. This study not only provides innovative marketing ideas for marketing organizations, but also provides strong support for the government to formulate environmental protection policies.

Keywords: Green consumption behavior; Temperature words; Sustainability (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-488-4_32

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