Research On Conservation-conscious Consumption System Based On The Theory Of Sustainable Development

At The 21st century, the public generally recognizes that the social development goals is fair (including intra-generational equity and inter-generational equity), along with the further understanding about this, as well as the broader, deeper impact on global environmental issues (such as ozone destruction, global warming and loss of biodiversity, etc.). The idea of sustainable development has gradually formed in the 1980s, and it has become the focus of Peoples in today. Development of recycling economy and building a conservation-oriented society are rising of worldwide. Conformed to this trend, many western developed countries have established a sustainable development pattern adapt to the environment, especially the way of consumption. However, in China, the country of one-fifth population of the world, there are many obstacles of establishing the conservation-conscious system because of early-type mode of growth and the lack of consumer awareness of environment protection. Therefore, how to develop the economy and at the same time building the conservation-conscious system, protecting environment, saving resources has become an academic topic which be focused by business, academia and society people.This paper try to analyse the conservation-conscious behavior from the point of consumer. Firstly, the author recalls on the research of sustainable development at home and abroad, as well as to find the difficult and innovation content, in order to highlight the paper research value.Secondly, introduce the content, features and the conditions of conservation-conscious behavior. Then analyse the relationship among the conservation-conscious green consumption and sustainable consumption. At the same time, we analyse the psychology action of consumers, and try to explain the reason why the attitudes and behaviors are not identical of conservation-conscious consumers. We want to provide the basis of theory for the next analysis.Finally, through sending questionnaires to Jiangsu citizens in large quantities, and using some statistical methods, such as factor analysis, discriminant analysis and other methods to find out the significant factors which have the ability to affect the behavior of conservation-conscious consumers. By the analysis of this article, from the explanation of the result, we provide the ecological innovative ways for consumers, enterprises, government and environment-protect NGO.