Abstract:Green purchasing is an important part of green consumption. However, the phenomenon that consumers have the eager to buy yet don't take the action may restrict the development of the green consumer market. At present, the exploration of the internal mechanism of the transformation of green purchasing behavior is still in its infancy, and there are few green purchasing decision studies that combine the external shopping context with the intrinsic characteristics of consumers. This study starts from the on-the-spot decision-making situation of consumers purchasing green label products, and uses the theory of planned behavior and implementation intention theory as the theoretical basis. This study combined with the perspective of saving cognitive effort, to explore the conversion mechanism between green purchase intention and actual green purchase behavior. The research results show that: green purchase intention has a significant direct impact on green purchase behavior; Perceived behavioral control and green purchase implementation intention have double and chain mediation effects between green purchase intention and behavior and reduced cognitive effort has a negative moderating effect on the chain mediation effect of "green purchase intention-perceived behavioral control-green purchase implementation intention-green purchase behavior". Relevant conclusions expand the intention-behavior transformation mechanism of green purchasing in the theory of planned behavior, and provide suggestions for the management practice of green marketing.

Key words:intentional-behavior transformation,green purchase implementation intention,perceptual behavior control,reduced cognitive effort