The Background and Significance of Green Consumption Behavior in The Circular Economy

The study examines green consumer behaviors against the background of a circular economy. Based on an abundant literature review, this research constructs a model that delves into the relationship between green consumption awareness, environmental literacy, consumer attitudes, subjective norms, behavioral willingness, and actual behaviors. By collecting data via questionnaires and analyzing via Kendall’s coefficient of concordance and key factor analysis, the study sheds light on a degree of consistency among variables and the conclusion that green consumption awareness, environmental literacy, and attitudes all have a significant impact on actual behaviors. Meanwhile, among the key factors that affect green consumer behaviors, the willingness to put time and effort is the most vital one, followed by price sensitivity and convenience. However, product quality has a weaker influence on whether consumers choose green products. Besides, this study further confirms under the promotion of the circular economy, enhancing consumers’ environmental awareness, reducing green product prices, improving product quality, and increasing convenience are vital strategies to promote green consumption. Overall, the study provides empirical evidence for improving the green consumption policies system and corporate green marketing strategies.