The Connotation and Characteristics of Green Consumption in 1.

The concept of green consumption was first put forward by the United Nations Environment Programme in 1987, which refers to the consumption behavior of "minimizing the negative impact on the environment while meeting the basic needs of human beings, so as to ensure that the needs of future generations are met. Green consumption is a consumption method based on the concept of green and low-carbon. It not only considers the personal interests of consumers, but also considers the long-term interests of social welfare and ecological environment. It is a consumption behavior that saves resources, protects the environment, and promotes sustainable development.

Green consumption has the following characteristics:

Green consumption is a rational consumption behavior. When making consumption decisions, green consumers not only consider the price, quality, function, brand and other factors of the product, but also consider the product life cycle, environmental impact, social responsibility and other factors to achieve the optimization of consumption.

Green consumption is a kind of conscious consumption behavior. In their consumption activities, green consumers actively follow the principle of green and low carbon, choose products and services that are beneficial to the environment and health, oppose extravagance, waste and excessive consumption, and achieve the most economical consumption.

Green consumption is an innovative consumer behavior. In the process of consumption, green consumers constantly explore and try new green products, new green services and new green models to meet the diversification and personalization of consumption.

Influencing Factors and Current Situation of Green Consumption in 2.

The formation and development of green consumption is affected by many factors, including the following aspects:

Environmental factors. Environmental issues are an important background and driving force for green consumption. With the rapid development of economy and society, resource consumption and environmental pollution are increasing, and the challenges of climate change, biodiversity and ecosystem are becoming more and more serious. Human beings are facing the crisis of sustainable development. In order to deal with environmental problems, protect the ecological environment, and achieve green and low-carbon development, more and more consumers begin to change their consumption concepts and choose green consumption methods to reduce the negative impact on the environment and improve environmental quality.

Policy factors. Policy is an important guarantee and guide for green consumption. In recent years, the Chinese government has attached great importance to green development and formulated a series of policies and measures to promote green consumption, including the the People's Republic of China Energy Conservation Law, the the People's Republic of China Circular Economy Promotion Law, the the People's Republic of China Solid Waste Pollution Prevention and Control Law, the the People's Republic of China Cleaner Production Promotion Law, the the People's Republic of China Environmental Protection Law and other laws and regulations, and policy documents such as "Guiding Opinions on Promoting Green Consumption", "Guiding Opinions on Accelerating the Promotion of Green Packaging" and "Guiding Opinions on Promoting the Healthy Development of New Energy Vehicles" provide legal basis and policy support for green consumption. At the same time, the government also encourages and guides consumers and enterprises to implement green consumption and create a good green consumption environment through financial subsidies, tax incentives, price control, credit evaluation, standard certification, publicity and education.

social factors. Society is an important carrier and driving force of green consumption. With the rapid development of my country's economy and society and the continuous improvement of people's living standards, consumers' consumption demand and consumption structure have undergone profound changes, from the past subsistence and well-off type to the rich and civilized type, from the past quantity type, Quality type to brand type, personality type, from the past single type, homogeneous type to multiple type, difference type, from the past physical type, tangible type to service type, intangible type. Consumers' consumption concept has also changed, from utilitarian and hedonic to rational and responsible, from self and short-sighted to social and long-term, and from passive and herd to active and innovative. These changes have prompted consumers to pay more attention to green consumption, pay more attention to the environmental, health and social attributes of products, are more inclined to choose green and low-carbon products and services, are more willing to pay a premium for green consumption, and more actively participate in the promotion and practice of green consumption.

market factors. The market is an important platform and support for green consumption. In recent years, the scale of China's green consumption market has been expanding, the types of green consumer products and services have been increasing, and the demand for green consumption has become increasingly diversified. According to the China Green Consumption Development Report (2023) released by the Chinese Academy of Social Sciences, the size of China's green consumption market has reached 16.5 trillion billion yuan, accounting for 18.2 percent of GDP, an increase of 6.8 percent over 2019, and is expected to reach 25 trillion billion yuan by 2025, accounting for 22 percent of GDP. The green consumer market covers many fields, such as green food, green clothing, green home, green transportation, green tourism, green finance and so on. Among them, green food, green transportation and green finance are the three growth points of green consumption, accounting for 36.5, 24.7 and 18.3 of the green consumption market respectively. The rapid development of the green consumer market provides enterprises with broad business opportunities and competition space, and also provides consumers with a wealth of choices and experiences.

The Significance and Value of 3. Green Consumption

Green consumption is of great significance and value to the development of enterprises and social progress, which is mainly reflected in the following aspects:

Green consumption is conducive to promoting the development of green economy. Green consumption is an important part of the green economy and an important driving force of the green economy. Green consumption can stimulate green innovation, promote the research and development and application of green technology, improve the quality and efficiency of green products and services, reduce the cost and risk of green production, increase the competitiveness and profitability of green industries, expand green employment and income, and form a virtuous circle of green economy.

Green consumption is conducive to the protection of the ecological environment. Green consumption is an important way to realize ecological civilization and an important means to ensure ecological security. Green consumption can reduce the consumption and waste of resources, reduce environmental pollution and destruction, improve the restoration and restoration of the environment, enhance the bearing and adaptation of the environment, improve the quality and function of the environment, and maintain ecological balance and stability.

Green consumption is conducive to improving the quality of people's lives. Green consumption is not only an important way to meet the people's good life, but also an important factor to improve people's happiness. Green consumption can increase people's health and safety, reduce people's diseases and risks, improve people's knowledge and literacy, enrich people's culture and entertainment, enhance people's harmony and unity, and realize people's comprehensive and coordinated development.

New areas and methods of 4. consumer research

Consumer research refers to the collection, analysis and interpretation of consumer information, to understand consumer needs, preferences, behavior, satisfaction, etc., for the enterprise's market strategy, product development, service improvement and other activities to provide the basis and recommendations. Consumer research is one of the core competitiveness of enterprises, but also one of the important decision-making support of enterprises. With the rise and development of green consumption, consumer research is also facing challenges and opportunities in new areas and new methods.

New areas of consumer research. The characteristics and influencing factors of green consumption determine the new areas of consumer research, including the following:

Analysis of the characteristics of green consumers. Green consumers are consumers who implement the concept of green and low-carbon in their consumption activities and choose products and services that are beneficial to the environment and health. The characteristic analysis of green consumers refers to the analysis of the demographics, psychological characteristics, values and lifestyles of green consumers, revealing the consumption motivation, consumption attitude and consumption behavior of green consumers, and providing reference for the market segmentation, product positioning and brand building of enterprises.

Demand forecasts for green consumption. The demand forecast of green consumption refers to the prediction of the potential demand, effective demand and future demand of green consumption by predicting the market scale, market structure and market trend of green consumption, so as to provide guidance for the market development, product innovation and service optimization of enterprises.

satisfaction evaluation of green consumption. The satisfaction evaluation of green consumption refers to the evaluation of the satisfaction, loyalty and recommend of green consumption through the evaluation of green consumers' cognition, expectation and feeling of green products and services, so as to provide feedback for the market monitoring, product improvement and service improvement of enterprises.

A new approach to consumer research. The significance and value of green consumption determine the new method of consumer research, which mainly includes the following aspects:

Big data analysis. Big data analysis refers to the process of collecting, storing, processing, analyzing and mining massive, diverse, fast and valuable data to extract valuable information, discover meaningful laws and support useful decision-making. Big data analysis can provide comprehensive, in-depth, real-time and accurate data support for consumer research, and improve the efficiency and effect of consumer research.

Artificial intelligence applications. Artificial intelligence application refers to the process of intelligent identification, intelligent analysis, intelligent interaction and intelligent service of consumers by using artificial intelligence technology, such as machine learning, deep learning, natural language processing, computer vision, etc. Artificial intelligence applications can provide intelligent, flexible, interactive and personalized service support for consumer research, and improve the quality and value of consumer research.

Use of social media. Social media utilization refers to the process of information dissemination, information acquisition, information exchange, and information influence to consumers through the use of social media platforms, such as Weibo, WeChat, Douyin, and Kuaishou. The use of social media can provide extensive, active, diversified and influential media support for consumer research, and expand the coverage and influence of consumer research.

The Case of 5. Shangpu Consulting in the Field of Green Consumption

Shangpu Consulting Company is an internationally renowned consulting company specializing in market research, investment consulting, IPO consulting and other services. It has rich industry experience and professional team, and has provided high-quality consulting services to thousands of companies around the world. Shangpu Consulting also has outstanding performance and achievements in the field of green consumption. The following are some successful cases of Shangpu Consulting in the field of green consumption:

Shangpu Consulting Company provided market research services for a green food enterprise, helping the enterprise to analyze the scale, structure, trend, competition and opportunities of the green food market, and formulated the market segmentation, product positioning, brand strategy and marketing strategy of green food, which effectively enhanced the market share and brand awareness of the enterprise, and increased the income and profit of the enterprise.

Shangpu Consulting Company provided investment consulting services for a green transportation company to help the company evaluate the development prospects, investment risks, and investment returns of the green transportation industry. It is recommended that the company invest in new energy vehicles, intelligent connected vehicles, and shared travel. Other fields have effectively reduced the company's investment costs and risks, and increased the company's investment income and competitive advantage.

Shangpu Consulting Company provided IPO consulting services for a green financial enterprise, helped the enterprise formulate the development strategy, financial planning and listing plan of green finance, and assisted the enterprise to complete the initial public offering on the New York Stock Exchange, effectively improving the financial strength and market influence of the enterprise, and enhancing the social responsibility and environmental friendliness of the enterprise.