The Study About The Impact Of Ecological Values On Consumers’ Green Consumption Behavior

With the continuous advancement of the reform and opening up process,our country’s socialist market economy has developed dramatically and the level of industrial production has significantly improved.The era of seeking food and clothing has passed,and people’s consumption tends to be higher in quality of life.As a result,the ecological environment is therefore facing tremendous changes and challenges.Accompanying it is the deteriorating ecological environment,the gradual depletion of natural resources,and various unfavorable changes,which have seriously threatened the survival and long-term development of our descendants.In the context of the increasing contradiction between the pursuit of quality of life and environmental destruction,protecting the environment and saving resources have gradually aroused the close attention of contemporary human society.A series of environmental protection behaviors related to environmental protection,resource conservation and pollution reduction have been paid attention to and valued by all classes of society.From individual groups to the entire human society,they are gradually paying attention to whether their behavior is helpful.Environmental protection and green sustainable development.Scholars at home and abroad have also launched research on behaviors that contribute to sustainable development.Through consulting and analyzing predecessors’ descriptions of individual behaviors and influencing factors of behavior motives,this paper found that ecological values,as a kind of guiding values,have a certain impact on human behavior related to environmental protection,specifically to green In terms of consumption behavior,ecological values are one of the important factors that affect consumers’ green consumption behavior.In particular,foreign research on consumer groups in developed countries is quite abundant.Domestic research on ecological values and sustainable consumption behavior is also rare.However,most of the existing domestic literature is limited to the summary and overview of the western theoretical results.The research groups on ecological values are mostly in the education and training of college students.Research on the entire social class is still limited.Number,the space and potential that can be explored are great.Therefore,studying the relationship between ecological values and green consumption behavior is a subject of great research significance.Drawing on the planning behavior theory of foreign scholar Ajzen,this article discusses the impact of the ecological values of consumers of different classes of consumers on their green consumption behaviors,and the intermediary variables(attitude-subjective)that mediate the impact of ecological values on green consumption behaviors.Norms—perceived behavior control),coupled with consumers’ willingness to pay premiums as a moderating variable,explore the impact of ecological values on Chinese consumers’ green consumption behavior from multiple research perspectives and multiple research subjects.It is expected to provide theoretical references and policy suggestions for improving the environmental awareness of consumer groups of all classes in my country and promoting the popularization of green consumption behaviors.This article has been mainly divided into two parts.They are theoretical combing and empirical testing.In the part of theoretical combing,it combines and summarizes the relevant literature data of the connotation research and influencing factor research of green consumption;the three theories related to behavior research----Planned Behavior Theory,Attitude-Behavior-Situation Theory and Values-Belief-Norm.Theories are introduced and sorted out,and the applicable scope and reference significance of these three theoretical models are summarized;finally,the current loopholes or excavable starting points in the research on environmental protection behavior at home and abroad are conducted after sorting out the source of inspiration for this research topic.The empirical part mainly uses the research methods of questionnaire survey and regression analysis to empirically test the structure and hypothesis of the model,and use the data test results to prove the importance and feasibility of establishing the correct ecological values of the whole people,from the perspective of individuals,enterprises and governments.In order to protect the ecological environment and the sustainable development of the economy,several feasibility advices have been put forward.