Environmental Concern Research In Zhejiang Province

Since the first human environmental conference in 1972, people began to pay attention to the environmental issues. Environmental research soon became a popular research field. This research explored the structure of environmental concern from the psychology perspective, and did extensive spot check in Zhejiang Province in 2007 by using environmental concern questionnaire developed all by ourselves, to find out the total situation of the public environmental concern in Zhejiang Province approximately. At the same time, this research explored the relationship of the value and environmental awareness, and attempted to utilize the Theory of Planned Behavior (TPB) in forecasting environmental protection behaviors, as well as we researched the moderating effect of environmental knowledge between the environmental behavior tendency and actual behavior.Referring to the literature analysis and previous research, we held the viewpoint that environmental awareness represented individual's identity attitude to the environment towards the environment living by, which was the specific cognition, emotion and behavior about environmental actuality, environmental value and environmental philosophy, and environmental responsibility. Meanwhile the core of this attitude was the relationship between human and environment. The main conclusions of this study included:(1)There were five dimensions in environmental awareness: environmental cognition, environmental philosophy, environmental value, environmental responsibility and behavior tendency. On the general speaking, the environmental concern also included the environmental knowledge and behavior.(2)The public environment knowledge, environmental awareness and environment behavior in Zhejiang Province were all above the medium level, the level of public environment cognition was high, and the sense of responsibility was strong, but it also displayed some phenomenon that showed relatively high consciousness and knowledge with relatively inappropriate backward of behavior as well as relatively good daily knowledge and behavior with relatively low-level ecology knowledge and behavior.(3)The difference of Zhejiang public environmental concern was significant in demography variables, such as the age, the job and the living place. Besides the environmental knowledge also different during different income. Well, the most prominent phenomenon was that farmer' s environment philosophy consciousness was high but the concept of environmental value was poor, demonstrating their strong will of environmental protection, but at the same time was more inclined to the thinking of being wealthy.(4)The value and its three factors had a significant impact on the level of environmental awareness, and different kinds of value works differently.(5)Environmental attitude and subjective norm could forecast the environmental behavior tendency, and Perceived behavioral control could predict the actual behavior. It had basically confirmed the Theory of Planned Behavior.(6)Environmental knowledge moderated the relationship of the environment behavior tendency and actual behavior.