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Research on Customers' Willingness to Engage in Green Consumption: Based on the Theory of Planned Behavior

Author(s)

Jiali Kang1, Shihua Shi2, Jianyong Jia2

Affiliation(s)

1Tianjin University of Finance and Economics Pearl River College, Tianjin, China 2Datong No.1 Vocational Middle School, Datong, China

Abstract

Customer willingness to consume is influenced by multiple factors. Currently, market consumption tends to be personalized, customized, and green. Green consumer products, combined with marketing strategies presented by businesses, promote customer choice and purchase. It is an urgent need in the current market to explore the operational logic and inherent value of the mechanism influencing customers' willingness to consume green products, which will help businesses formulate scientific and effective marketing strategies. Based on research findings from both domestic and international sources, combined with on-site business inspections, this article delves into the attribution of the impact of green consumption on customers and presents specific conclusions: coordinate regional economies, develop green consumption tailored to local conditions, incentivize enterprises to establish mechanisms for green product development, stimulate the vitality of green consumption, conduct effective green consumption publicity and education, and cultivate green consumption habits.

Keywords

Green Consumption; Consumer Market; Theory of Planned Behavior; Hospitality Industry; Customer Behavior

References

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