Influencing Factors and Promotion Strategies of Green Consumption Behavior

As the global ecological crisis deepens, and China develops its "dual carbon" goals, green consumption has been highlighted as one of the pathways to sustainability. There continues to be a growing interest around green consumption as a pathway to enhance ecological environment and sustainable development. In this paper, the objective is to clarify and explore core factors that influence green consumption behaviour and suggest relevant promotion strategies. Using a literature review coupled with case studies, the study identified a number of various influencing factors including individual psychology, socioeconomic and social culture, and examined the roles of governments, enterprises, and society in promoting green consumption. The study is clear on the conclusion and outcomes that green consumption behaviour formation is determined by consumers' environmental awareness and attitude, and the contributing and surrounding factors such as income and convenience. The paper adopts an optimization suggestion approach based on level of promoting green consumption from government, enterprises and society. The study adds value to practical government policy development of green consumption promotion, enterprises green product sales promotion, and social groups use of influence.