Author(s)

Ren Xiang

Corresponding Author

Ren Xiang

Abstract

Firstly, this article expounds the background of the goal of "double carbon" and its close relationship with green consumption, and emphasizes the important role of university students as the main force in promoting green consumption in the future. Subsequently, the specific goal of the study is clarified, that is, the current situation, influencing factors and psychological mechanism of green consumption of university students are deeply analyzed, and the promotion strategies are put forward. Through research, this article finds that university students' concept of green consumption is gradually increasing, but there is still a gap between actual action and cognition, which is influenced by multiple factors such as individuals, society and economy. At the same time, this article also reveals the complex psychological mechanism of university students' green consumption, including environmental awareness, social norms, group influence and so on. Based on the above research results, this article puts forward some strategies and suggestions to promote university students' green consumption, including education guidance, policy and market incentives, social and cultural environment creation and personal action ability improvement. These strategies aim to guide university students to form green consumption concepts and behavior habits, and contribute to the realization of the goal of "double carbon".

Keywords

Double carbon target; University students; Green consumption; Psychological mechanism; Promotion strategy