A Study on Green Consumption Behavior of Young People Empowered by Digital Economy Based on Double Goal Constraints

Abstract

Promoting a green consumption economy to achieve steady improvement in quality and reasonable growth in quantity is not only the immediate need to cope with the slowdown of economic growth, but also the long-term strategy to build a new development pattern. In this paper, a green consumption behavior model is created under the constraints of the environmental technology model and green consumption concept model. Through the numerical empowerment comparison of five elements in the green consumption behavior model: behavioral attitude, subjective norm, perceived behavioral control, behavioral intention, and individual behavior, we analyze and study the influence of the constraints of environmental technology and the green consumption concept on the green consumption behavior of contemporary young people. The experiment proves that the direct effect value of the environmental technology goal constraint is 0.5412 and the indirect effect value is 0.6354 under the mediating effect of dual goal constraint. The direct effect value of the green consumption concept constraint was 0.3652 and the indirect effect value was 0.2376. This verifies that the green consumption behavior of young people is determined by the environmental technology constraint and the green consumption concept constraint, which enhances the ethics of consumers’ green environmental protection and effectively promotes the government’s measures for green information and green policies, which can provide ideas for achieving sustainable environmental and economic development.

Keywords

• digital economy
• green consumption
• growth target constraints
• environmental target constraints
• sustainable development
• 91b42