Temperature Word: Green Consumption Booster

DOI

10.2991/978-94-6463-488-4_32How to use a DOI?

Keywords

Green consumption behavior; Temperature words; Sustainability

Abstract

With the intensification of the contradiction between environmental protection and economic development in China, people pay more and more attention to green economy. Among them, green consumption, as a key force to promote the development of green economy, has aroused extensive discussion in academic circles. However, previous studies mainly focused on the impact of interpersonal factors on consumers’ green consumption behavior, and the research on non-interpersonal field is still insufficient. In view of this, the purpose of this study is to analyze the influence of temperature word on consumers’ green consumption behavior by conceptual priming method. Through a survey of 130 consumers in more than 10 provinces in China, it is found that temperature word has a positive impact on consumers’ green consumption behavior. This shows that the rational use of temperature word in publicity and marketing scenes is expected to stimulate consumers’ green consumption behavior. This study not only provides innovative marketing ideas for marketing organizations, but also provides strong support for the government to formulate environmental protection policies.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - KaiYu Mi
AU  - JiaYi Liu
AU  - ShuQi Li
AU  - XiaoMing Luo
AU  - Yang Zhou
PY  - 2024
DA  - 2024/08/29
TI  - Temperature Word: Green Consumption Booster
BT  - Proceedings of the 2024 2nd International Conference on Digital Economy and Management Science (CDEMS 2024)
PB  - Atlantis Press
SP  - 292
EP  - 298
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-488-4_32
DO  - 10.2991/978-94-6463-488-4_32
ID  - Mi2024
ER  -