A Review of Green Consumer Behavior Based on the Social Perspective

Abstract

The significance of the research on green consumption behavior is not only to reveal the laws of green consumption behavior, but also to provide useful suggestions for the promotion of green consumption behavior. Therefore, the topic is of significance. This paper adopts bibliometric method to probe into the research findings of green consumption referenced by China National Knowledge Infrastructure (CNKI). In recent years, the study about green consumption has been made both at home and abroad, mainly focusing on the connotation, characteristics of green consumption, factors influencing green consumption behavior and green consumption development strategies, etc. But as far as the present state of study is concerned, there are few scholars study the mechanism of the green consumption behavior from the perspective of social comparison and point out that future research should highlight the multidisciplinary research perspective. Besides, empirical analysis tool should be strengthened in the research to detect the mechanism of green consumption behaviors.