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.
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