Using Social Network Analysis to Identify the Critical Factors Influencing Residents’ Green Consumption Behavior

Abstract

Green consumption is an important tool to accelerate the circular economy and promote sustainable development. The identification of critical influencing factors for green consumption is the key to promoting green consumption behavior (GCB). Firstly, based on the joint framework of theory of planned behavior (TPB) and the attitude–behavior–context (ABC) theory, we summarized 32 influencing factors from six dimensions: consumer attitude, cognitive factors, sense of responsibility, economic factors, government regulation, and green product supply. Secondly, the Delphi method was used to modify and optimize the initial influencing factor index. Thirdly, we constructed a social network analysis (SNA) model of influencing factors to determine the causal relationships between each influencing factor. All factors were divided into driving factors and result factors via the calculation of degree centrality, and the critical influencing factors and influencing paths of residents’ GCB were ultimately determined. Finally, based on the empirical research results, corresponding countermeasures and suggestions were put forward. The results show that the top five critical influencing factors include green purchase intention, willingness to pay, risk perception, green product certification, publicity and education, green product price, and green attribute information. Among them, green product certification, publicity and education, and green product price are critical driving factors in GCB.