The role of social impact on consumer attitudes toward green and healthy home appliances during the COVID-19 pandemic

The COVID-19 pandemic reshaped the global consumption market. This protracted "anti-pandemic war" profoundly affected people's ways of thinking and their consumption behaviors. Therefore, given the spread of the COVID-19 pandemic, this paper first uses the ABC model to identify the inherent characteristics and the external factors that affect individual green consumption attitudes. Then, the Hopfield model is introduced to construct a social impact network matrix and to study the change in individual consumption attitudes through simulation experiments. The simulation results show that: (1) the number of new infections is essential in affecting the individual's green and low-carbon consumption attitudes, leading to changes in the attitude interaction frequency among individuals and individual perception characteristics. (2) Under the impact of different external environments, there is a nonlinear relationship among age, income, education, and individual consumption attitudes. (3) Individuals are more susceptible to negative than positive consumption attitudes. In addition, in social network interaction, the greater the social impact is, the easier it is for individuals to reach a consensus on their consumption attitudes.