Study On The Influencing Factors Of The Urban Residents' Green Consumption Behavior

The Tremendous progress in science and rapid development in industrial economic have created unprecedented material wealth for mankind and stimulated the desire for human consumption. People increasingly bloated indulgent materialism, advocating the luxury of high consumption, look the consumption as the ultimate goal of life. Resulted in depletion of natural resources and accelerated the degradation of the environment, the mankind is facing severe crisis of survival. With the worsening of relations between man and nature, human beings began to reflect their own consumption behavior. Since the 90s of the century, green consumption which meet the human health and environmental protection is sweeping the global trend. According to incomplete statistics, 62%of the Dutch, 82% of the German advance to the supermarket to consider environmental issues when shopping,66% of British people are willing to spend more money on green products. West countries had a great deal studies on green consumption and made remarkable achievements. But in our country, green consumption is just beginning , people have vague awareness of it. It is necessary for the government and businessman to probe into the influencing factors of green consumption. In this context, we begin to explore the influencing factors of our urban residens, green purchase behavior. Course of the study is divided into two parts: the first step is to detect the modal belief of green consumption behavior by interviewing the residents, formulated the questionnaires and reliability and validity were tested out. The second step is to test if the theory of planned behavior can be used to investigate China,s urban residents, green consumption behavior. The result is that the index of the model is not compliance, so we modified the theoretical model. The results are as follows:(1)attitude,subjective norm, perceived behavior control and green purchase intention all have direct impact on green purchase behavior.(2) Attitude and subjective norm have intermediary role on the green purchase behavior through the green purchase intention. Which are consistent with the theoretical model. At the same time, we also found some inconsistent results with the theoretical model. (1)In this study, we found a correlation between attitude and green purchase behavior, but very low correlation. (2)most previous studies either assumed that the intention of the green purchase is green purchase behavior and let the relationship between the two non-test, or found the relationship is weak and even Some studies found that the two have no relationship .In our study which found that path coefficient between green purchase intention and green purchase behavior is 0.52. (3)In the theoretical model, perceived behavioral control and intention have a positive relationship, but in our study, there is no relationship between the two.