Abstract:
Green consumption is an important driving force for stable, healthy and sustainable economic growth, which is important to realization of high-quality development. This paper takes Stimulus-Organism-Responses (SOR) theoretical model to explore how social support (S) affects consumers' emotion and cognition of green products (O), namely, consumers' green self-efficacy and perceived trust, and then activates consumers' green consumption intention (R). The results show that material support, informational support and emotional support all have a positive impact on perceived trust; informational support and emotional support have a positive impact on green self-efficacy; while green self-efficacy and perceived trust play an intermediary role between social support and green consumption intention. Based on the above, this paper puts forward suggestions on promoting green consumption from government and enterprises.