Consumers’ Eco-product Purchase Decision-Making Behavior from the Perspective of Ecological Awareness

In this study, an ecological awareness rating scale and an eco-product purchase decision-making rating scale were developed based on literature and interviews with experts. The ecological awareness variables were subdivided into three aspects: ecological knowledge, ecological emotion, and ecological perception. The eco-product purchase decision-making behavior was also divided into eco-product information gathering behavior and eco-product scheme evaluation behavior. According to consumer decision-making theories, an ecological awareness-ecological product purchase decision-making behavior model was constructed to verify the relationships between variables. Based on regression analysis, the effects of ecological knowledge, ecological emotion, and ecological perception on the two dimensions of consumers’ eco-product purchase decision-making behavior were discussed. It is concluded that ecological awareness has a significant positive impact on the eco-product purchase decision-making behavior, which provides a reference for the development of ecological society and the cultivation of consumers’ ecological consumption habits and methods.