Zhou Jiehong1,2, Han Fei1,2, Wei Ke1,2, Yan Zhen1,2,3
1.China Academy of Rural Development, Zhejiang University, Hangzhou 310058, China
2.School of Public Affairs, Zhejiang University, Hangzhou 310058, China
3.Laboratory of Agriculture & Rural Development and Intelligent Computation, Zhejiang University, Hangzhou 310058, China
The United Nations Sustainable Development Goals (SDG12) and the Chinese government’s carbon peaking and carbon neutrality goals have put forward urgent requirements for promoting the transformation of green consumption. The sorting of green consumption research progress is of great significance for promoting future research and policy setting. By setting and executing a strict sorting procedure, 124 articles on the topic of green consumption were collected from 42 authoritative economic and management journals at home and abroad. On this basis, our paper reviews 3 core themes, i.e., the connotation and mode of green consumption, behavior research, and government regulatory policy design. The shortcomings of current research and the possible directions in the future are put forward thereafter.At present, research on the connotation and mode of green consumption as a whole presents a transformation from the simple to the systematic. The connotation definition gradually expands from merely green product purchase to green consumption process. Accordingly, the pattern definition of green consumption has gradually changed from consumption reduction to green re-engineering of the consumption process. The research on green consumption behavior is characterized by both theoretical research and empirical research. The analysis model of green consumption behavior has gradually changed from simple and one-way comprehensive, but there is not yet a comprehensive model that integrates the concepts of morality, green preference, and reputation to describe the decision-making mechanism of green consumption behavior in the real world. The research on green consumption government regulatory policy design aims at pointing out the advantages, disadvantages, and applicable conditions of different regulatory policy designs, and evaluating the market results of specific policy designs. However, the integration design of different regulatory policies and the welfare issues of policies still need to be explored in depth, and the research on regulatory policies under the digital economy and big data technology era needs to be broken through.The innovation and marginal contributions of this paper are reflected in the following three aspects. Firstly, articles on the topic of residential green consumption from well-known economic and management journals at home and abroad were collected and sorted in detail, and the subjects were subdivided and systematically described to depict the big picture of the research on residential green consumption. Secondly, the research on residents’ green consumption is innovatively divided into three core themes, connotation and mode, behavior research, and regulatory policy design, to cover the whole picture of research on residential green consumption. The driving forces and functional mechanism of green consumption mode transformation have been studied to provide references for policy allocation. Thirdly, we specifically proposed that, against the digital economy and big data technology era background, research directions in the future should be to construct a comprehensive, developmental behavior analysis framework, and construct a government regulatory policy box that integrates multiple sources of data, spatiotemporal characteristics, and new technological and behavioral intervention perspectives.The research outlook is that, with the development of the digital economy, future scholars investigating the green consumption of residents should focus on the following aspects. First, they could scientifically define different levels of green consumption as well as their inner logic and transformation mechanism. Second, they could construct a comprehensive analysis framework of green consumption behavior while exploring the interaction effect of internal and external factors of green consumption behavior and the mechanism of behavioral bias. Third, they could investigate green consumption regulatory policy innovation and assess the trans-temporal effect. Fourth, the researchers could also study new characteristics of green consumption behavior and regulatory toolbox in the digital economy era. The results are expected to provide a reference for academic research and policy practice in promoting the green consumption transition of urban and rural residents in China and the world.
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