An Empirical Study of the Government Pro-Environment Policy Leading Effects on Multi-Level Factors that Influences on People’s Green Consumption Behaviour

Abstract

Abstract Since the plastic had been launched and applied to our daily life, until today, its economic advantages made people use plastic products widely, such as cost-saving, easy to produce, stable structure, convenient, and so on. Also, the variety and quantity of plastic products have been increased to an incredible number that endangers the sustainable development of human beings. The research aims to explore the impact of government policies on consumers’ green consumption behaviors, through multi-level factors’ mediation effects that are a new environment, green technology innovation, CSR. The proposed model was tested by the participants of Chinese International Students, the population is easy to be affected by surrounding. The collected data was analyzed through Hayes’ process Model 6, and the results indicate that the government’s pro-environment policies had a positive effect on peoples’ green consumption behaviors. Besides, policies had a positive effect on CSR, and CSR had a positive effect on green technology development, which would help people form pro-environment awareness. This study contributes to the literature on how pro-environmental policies, green technology innovation effect on student’s green awareness and intention, as well as how those factors related to each other create a chain mediation effect on people’ green consumption behavior. This study provides a mechanism for the society to assist the students to form green consumption behaviors, so as enlarge to assist more people to form green habits that lead by government pro-environmental policies to reduce the use of plastic products. Meanwhile, the mechanism proposed in this research could contribute to the sustainable development goal of governing “White Trash (Plastic Garbage)”.