Theoretical Analysis of Consumers’ Purchase Motivation in the Context of Environmental Protection

Through reviewing and summarizing the existing research on consumer motivation, and combining the characteristics of human behavior and the objective needs of environmental protection, this paper analyzes and defines consumers’ purchase motivation. In the context of environmental protection, purchase motivation is divided into demand motivation, value recognition motivation, recognition motivation, and interest motivation. Their definitions are given in this paper, which provides a conceptual basis for further research on the influence of purchase motivation on consumer behavior in the context of environmental protection.