This paper taking the Alipay’s ant forest as an example builds the consumer’s usage intention model of green financial products from the perspective of perceived value, collecting data by the questionnaire. The model is verified by SPSS19.0. The research shows that function value, social value and emotional value have significant influence on the consumer's usage intention to green financial products. Green value and perceived cost have no significant influence on the consumer’s usage intention to green financial products.
Peng, Hong and Mi, Jun, "A Research about Consumer’s Usage Intention to Green Finance Products ---- Taking the Alipay’s Ant forest as the Example" (2018). WHICEB 2018 Proceedings. 19.