Drivers of Green Consumption: Insights from Residents of Henan Province, China

With the widespread and in-depth penetration of the green development concept, the concept of green consumption has become a social action, and both the government and academic community attach great importance to the research and practice of green consumption. Henan Province was selected as the research object to study the green consumption behaviour and influencing factors of residents in Henan Province, focusing on different aspects of residents’ green consumption behaviour and exploring the impact of residents’ income, education level, and environmental attitudes. The results show that green consumption awareness has a positive moderating effect on the relationship between consumers’ subjective norms of green purchasing behaviour and their willingness to purchase green products. Therefore, it is necessary to cultivate deep green consumers from five aspects: national, government, community, family, and school; innovate environmental protection technologies from the perspective of enterprises; reduce the threshold of green consumption; stimulate residents’ willingness to consume green products; and achieve high-quality, sustainable development as soon as possible.