Research on the Influence Mechanism of Green Cognition Level on Consumers' Green Consumption Behavior: An Empirical Study Based on SPSS

Green cognitive level is the comprehensive embodiment of consumers' environmental problem perception, green consumption knowledge and green consumption consciousness. Based on the theory of planned behavior, this paper discusses the influence mechanism of consumers' green cognition level on green consumption behavior. This study used SPSS 19.0 to perform reliability and validity test, and hypothesis test on 110 valid questionnaires. Research found that consumers' green cognition level has a positive impact on green consumption behavior. The specific mechanism is that consumers' environmental problem perception and green consumption knowledge affect consumers' green consumption consciousness, and then affect their green consumption behavior. In addition, consumers who are female, younger, with higher education level and higher income have higher green cognition level. The results of the study provide reference for enterprises to carry out green marketing.