Research on the Elements of Green Consumption Situation

Besides consumers' personal factors, situations are also important in green consumption process.Through the background research on the conception and the construction of situation, the analysis method on the green consumption situation is determined.Based on the PEST model, the elements of green consumption situation are generalized and summarized.There are four elements are presented: policy situation; economic situation; technology situation and sociocultural situation.The study on the elements of green consumption situation can improve the enterprises to understand the external cues for green marketing more clear.