Abstract: The social spreading effect of green consumption behavior is increasingly prominent under the mobile internet situation, which plays an important role in promoting the "common green" of the whole society. Taking green consumption as the research starting point, 1056 micro-data are collected through online questionnaire survey to test the social diffusion effect of green consumption and its multiple interaction influence paths in the era of mobile Internet. The research results show that consumers' green purchase behavior, green use behavior and recycling behavior can all promote their intention to care and share green information, forming social diffusion effect; Both product-level and social-level green information play a partial mediating role in the "behavior-sharing" relationship; Marital status and gender roles have partial dual regulatory effects in the first half of the "behavior-concern-sharing" mediation model, but the role of marital status is not stable. On this basis, the dual path behavior diffusion theory is constructed, and the green consumption diffusion mechanisms of "behavior handling behavior (A-C-A)" and "behavior input/output behavior (A-I/O-A)" are proposed. This research extends the theory of green consumption and the theory of social network contagion and diffusion, and provides management enlightenment for society to achieve "common green".

Key words: green buying, green use, recycling behavior, diffusion effect, green information