The Green Consumption Behavior Process Mechanism of New Energy Vehicles Driven by Big Data—From a Metacognitive Perspective

Abstract

Green consumption behavior is the embodiment of pro-environmental behavior, which is of great value to curb carbon emissions. However, the existing research on the model construction and quantitative analysis of the psychological process of green consumption behavior needs to be further explored. Therefore, on the basis of green consumption behavior and metacognitive theory, this study constructs a conceptual model of a psychological process with a psychological control source, green consumption attitude, three aspects of metacognition, and green consumption behavior and puts forward the hypothesis of an action mechanism. This study combines text mining technology and expert knowledge to establish a user review mining dictionary and mines the variables in the quantitative conceptual model through word embedding to test empirically the mechanism hypothesis. The results show that psychological control source has a significant impact on green consumption behavior, and green consumption attitude plays a partial mediating role between them. Metacognitive knowledge plays a moderating role between the psychological control source and green consumption behavior; metacognitive experience plays a moderating role between the psychological control source and green consumption attitude. Metacognitive monitoring plays a moderating role between green consumption attitude and green consumption behavior. In view of the above research results, we put forward the following countermeasures and suggestions: For organizations, it is necessary to identify green consumption groups, attach importance to green consumption experience, perform well in green marketing, and improve the competitiveness of green products; for decision makers, it is necessary to control strictly the industry standards of the green product market and perform well not only in the quality supervision of green products but also in the post-market construction of green products.