Abstract:

Green consumption is of great value to green development.Richter Scale Method was adopted to investigate the green consumption of 1000 residents in representative cities of six major regions in north China,east China,central China,south China,northwest China and southwest China.Table data were obtained from four aspects of consumption behavior,consumer perception,external factors and other factors.On this basis,the structural equation model (SEM) was constructed,and the fitting was modified by the general least flat method (GLS) to explore the influence of consumption intention,environmental awareness and economic factors on residents' green consumption behavior.Research shows that individual responsibility,policy factors and product trust have positive effects on green purchasing attitude.Economic factors and product prices have negative effects on green purchasing behavior.

Key words: green consumption, customer behavior, influencing factor, structural estimation model