Analysis of Consumers’ Green Consumption Behavior against the Background of “Carbon Peak, Carbon Neutrality”—Based on Survey Data from Anhui Province

With the proposal of goal “carbon peak, carbon neutrality”, concept environmental protection has become increasingly popular. To explore characteristics and influencing factors consumers’ green consumption behavior against a dual-carbon background, this study proposed research variables hypotheses about factors. purpose, variables, hypotheses, questionnaire was designed. Consumers in Anhui Province were chosen as samples. SPSS26.0 employed to conduct reliability validity analysis, correlation stepwise linear regression analysis data evaluate affecting behavior; through these measures, it verified that there existed significant relationship between purchase motivation, channel factor, consumer innovation, price factor. And also influence incentive psychological not significant. Based on this, current proposes countermeasures suggestions for setting up awareness, reducing products, expanding channels, stimulating innovation.