关键词: 社会规范, 后果认知, 个人规范, 绿色消费

Abstract: Green consumption is the consumption behavior advocated by the construction of ecological civilization in China. This paper divides social norms into descriptive norms, dynamic descriptive norms and imperative norms, and discusses the influence and mechanism of social norms on green consumption.Through two experiments, it is found that descriptive norms, dynamic descriptive norms and imperative norms have significant promoting effects on green consumption, but there is no significant difference between them;descriptive norms and dynamic descriptive norms can activate consumers′ personal norms, which play a part of intermediary role in the process of influencing green consumption;imperative norms will lead to consumers′ consequence cognition, and then activate individual norms,and onsequence cognition and individual norms play a completely intermediary role in the process of imperative norms affecting green consumption.Therefore, we can give full play to the role of descriptive norms and dynamic descriptive norms in guiding and demonstrating green consumption,and give full play to the supervision function of mandatory norms on green consumption,in order to activate the personal standard level of green consumption and promote green consumption more effectively.

Key words: social norms, awareness of adverse consequences, personal norm, green consumption