Author(s)

Ke Peng, Lei Zhang

Corresponding Author

Lei Zhang

Abstract

Green consumption behavior has become one of the defining characteristics of consumer behavior in China. Reference groups, a crucial type of social group, serve as objects of comparison and reference for individuals or groups when making consumption decisions. This paper elaborates on the connotation and extension of reference groups, analyzes the gap between consumers' green consumption attitudes and behaviors, and explores the influence mechanisms of reference groups. On this basis, it proposes strategies and suggestions to promote green consumption behavior

Keywords

Reference Groups; Green Consumption; Influence Mechanisms