Factors Affecting Green Purchase Behaviour and Future Marketing Strategy

Abstract

With the popularization of sustainable development, promoting green consumption is an inevitable requirement of the new development concept. The purpose of this paper is to explore the influencing factors of green consumption behavior. The study shows that contextual factors, subjective norms, perceived usefulness, and reference groups positively influence consumers’ green consumption behavior. Based on the above conclusions, suggestions for promoting green consumption are put forward in terms of green product production, low-carbon way publicity, policy mechanism development, and green culture marketing to meet consumer expectations and guide green consumption behavior.