Purpose of the User Behavior Survey 1. the Green Finance Industry

The user behavior survey of the green finance industry refers to the collection, analysis and interpretation of the information, attitudes, behaviors and satisfaction of potential or existing users of the green finance industry to understand the needs and preferences of users and provide a basis and guidance for the design, development, promotion and improvement of green financial products and services. The purpose of the user behavior survey in the green finance industry is mainly as follows:

-Understand the market size, structure and trends of the green finance industry, assess the market potential and competitiveness of green finance products and services, and formulate reasonable market strategies and marketing strategies;

-Identify target user groups in the green finance industry, analyze users' characteristics, needs, preferences and behavior patterns, and design green finance products and services that meet users' expectations and experiences;

-Evaluate user satisfaction and loyalty in the green finance industry, monitor user perceptions, attitudes and feedback on green finance products and services, and improve the quality and effectiveness of green finance products and services;

-Explore the influencing factors of user behavior in the green finance industry, analyze the impact of users' psychological, social, cultural and environmental factors on user behavior, and improve the attractiveness and influence of green financial products and services.

Methodology for 2. user behavior surveys in the green finance industry

The methods of user behavior survey in the green finance industry mainly include quantitative survey and qualitative survey. Quantitative survey refers to the method of objective, systematic and standardized measurement and analysis of user behavior through the use of quantitative indicators and tools, such as questionnaires, scoring, statistics, etc. The advantage of quantitative survey is that it can obtain a large amount of data, carry out scientific inference and verification, and improve the credibility and universality of the survey. The disadvantage of quantitative survey is that it can not deeply understand the motivation, feelings and meaning of users, and ignore the personality and diversity of users. Qualitative survey refers to the method of subjective, flexible and comprehensive description and interpretation of user behavior through the use of non-quantitative indicators and tools, such as interviews, observations, cases, etc. The advantage of qualitative survey is that it can reveal the user's internal logic, capture the user's emotion and experience, and enhance the depth and richness of the survey. The disadvantage of qualitative surveys is that they do not provide sufficient data for objective comparison and evaluation, reducing the reliability and universality of the survey.

The choice of methods for user behavior surveys in the green finance industry should be based on the purpose, object, content, scope, time, cost and other factors of the survey. For example, a qualitative survey can be conducted to understand the basic situation and needs of users, then a quantitative survey questionnaire can be designed to obtain specific data and feedback from users, and finally a comprehensive analysis of the results of the quantitative and qualitative surveys to arrive at the survey.Conclusionand recommendations.

Steps to 3. user behavior surveys in the green finance industry

The steps of user behavior investigation in the green finance industry generally include the following aspects:

-Identify the objectives of the investigation. Survey objectives refer to the main issues and expected results of the survey, which are the starting point and destination of the survey. To determine the objectives of the survey should be clear about the subject, scope, object, content and indicators of the survey, as well as the significance and value of the survey.

-Design of survey programmes. The investigation plan refers to the specific plan and arrangement of the investigation, which is the guidance and guarantee of the investigation. The design of the investigation plan should select the appropriate investigation methods and tools, formulate the time, place, personnel, resources and budget of the investigation, as well as the quality control and risk response of the investigation.

-Implementation of investigative activities. Investigation activity refers to the actual operation and execution of the investigation, which is the core and key of the investigation. The implementation of survey activities should be in accordance with the requirements of the survey program, collection, recording and collation of user information, data and feedback, to ensure the effectiveness and accuracy of the survey.

-Analysis of findings. Survey results refer to the output and output of the survey, which is the basis and basis of the survey. The analysis of the survey results should use appropriate analytical methods and techniques to clean, process, summarize and summarize the user's information, data and feedback, and refine the main findings of the survey.Conclusion。

-To make recommendations for investigations. The survey proposal refers to the output and application of the survey, which is the purpose and value of the survey. The survey recommendations should be based on the objectives and results of the survey, according to the needs and preferences of users, for the design, development, promotion and improvement of green financial products and services to provide reasonable opinions and programs.

4. Shangpu Consulting's User Behavior Survey Case

In order to better understand and meet the needs of users in the green finance industry, Shangpu Consulting conducted a user behavior survey in the green finance industry in the second half of 2022. The following is a brief introduction to the user behavior survey case of Champ Consulting Company:

-Survey targets. The survey objective of Shangpu Consulting Company is to understand the user characteristics, needs, preferences, satisfaction and behavior of the green finance industry, and to provide Shangpu Consulting Company with the basis and suggestions for market analysis and product optimization of green finance consulting services.

-Investigation programmes. The survey program of Shangpu Consulting uses a combination of quantitative and qualitative surveys to investigate two types of users in the green finance industry, namely, the supply side and the demand side of green finance. The supply side refers to financial institutions that provide green financial products and services, such as banks, insurance, funds, etc.; the demand side refers to individuals or enterprises that use green financial products and services, such as green consumers, green investors, green project developers, etc. The details of the survey programme of Champ Consulting are as follows:

-Quantitative surveys. Shangpu Consulting has designed two online questionnaires for the supply side and the demand side, which contain 30 questions about the basic information of users, the cognition, attitude, behavior and satisfaction of green finance. Shangpu Consulting Company distributed 1000 questionnaires to the suppliers and demanders of the green finance industry through WeChat, email, website and other channels, and recovered 800 valid questionnaires, with an effective recovery rate of 80%. Shangpu Consulting Company used SPSS software to carry out descriptive statistics, correlation analysis and regression analysis on the questionnaire data, and obtained the quantitative results and influencing factors of user behavior.

-Qualitative surveys. Shangpu Consulting selected 10 suppliers of green finance and 10 demanders of green finance to conduct semi-structured in-depth interviews, each for about 60 minutes, for a total of 20 interviews. Shangpu Consulting Company communicated with the interviewees through telephone, video, on-site, etc., understood the user's needs, preferences, experience and suggestions, and recorded the process and content of the interview. Champ Consulting used NVivo software to encode, classify and analyze the interview data, and obtained an in-depth description and interpretation of user behavior.

-Investigation activities. Champ Consulting's investigation activities lasted for two months, starting on September 1, 2022 and ending on October 31, 2022. The survey team of Shangpu Consulting Company is composed of 10 professional green financial consultants, who are responsible for the design, implementation, analysis and reporting of the survey. The investigation activities of Shangpu Consulting Company actively communicate with users under the principles of relevant laws, ethics and confidentiality, and solve users' questions and problems in a timely manner to ensure the smooth progress and high-quality completion of the investigation.

-Findings. The survey results of Shangpu Consulting Company show that the user behavior of the green finance industry has the following characteristics:

-Basic information of the user. The users of the green finance industry are mainly middle-income, high-educated, middle-aged and young urban residents, with an equal proportion of men and women, and have a high sense of environmental protection and social responsibility.

-The cognitive level of the user. Users in the green finance industry have a certain understanding of the concept, characteristics, objectives and significance of green finance, but lack a clear understanding of the specific content, standards, processes and effects of green finance, and there are some misunderstandings and confusions.

-Attitudinal tendencies of users. Users of the green finance industry hold a positive attitude towards green finance, believe that green finance is conducive to promoting economic development, social progress and ecological protection, support the development and promotion of green finance, and are willing to participate in green finance activities and transactions.

-The behavior pattern of the user. The behavior of users in the green finance industry is affected by many factors, such as personal values, knowledge level, risk preference, income level, etc., as well as external policies, markets, media, society, etc. The behavior of users is the process of selecting, using, evaluating and recommend green financial products and services, which has certain rationality, emotion and sociality.

-User satisfaction and loyalty. Users in the green finance industry have high satisfaction and loyalty to green financial products and services, but there is still room for improvement. User satisfaction and loyalty are affected by the quality, effectiveness, price, convenience, trust and other factors of green financial products and services, as well as user expectations, experience, feedback and other factors.

-Survey recommendations. Based on the results of the survey, Shangpu Consulting made the following suggestions for the supply and demand sides of the green finance industry:

-Improve the user's cognitive level. The supply and demand sides of the green finance industry should strengthen the publicity and education of green finance, improve users' awareness of green finance, eliminate users' misunderstanding and confusion, and enhance users' confidence and interest. Specific measures include the formulation and publication of definitions, classifications, standards and indicators of green finance, the development of green finance training, lectures, exhibitions and media reports, and the display of green finance cases, achievements and impacts.

-Meet the needs and preferences of users. The supply and demand sides of the green finance industry should deeply understand and analyze the needs and preferences of users, design and provide green financial products and services that meet the expectations and experience of users, and meet the diversified and personalized needs of users. Specific measures include the development and launch of new products, new services and new models of green finance, improving the quality, efficiency and innovation of green finance, and reducing the cost, risk and threshold of green finance.

-Increase user satisfaction and loyalty. The supply and demand sides of the green finance industry should continue to pay attention to and improve user satisfaction and loyalty, establish and maintain long-term and stable relationships with users, and enhance user loyalty and recommend. Specific measures include establishing and improving the evaluation, monitoring and feedback mechanism of green finance, collecting and handling users' opinions and suggestions, solving users' problems and complaints in a timely manner, and rewarding and encouraging users' participation and contribution.