The Study About Relationship Between Green Consumption Attitude And Behavior Of Chinese Consumer

As the global environment is getting worse and worse, the harm caused by it makes people around the world realize the importance of protecting the environment. As a new concept of consumption, green consumer advocates consumers to choose green products which are conducive to environment protection and public health. Meanwhile, it focuses on waste disposal to reduce or even eliminate the environmental pollution in the consumption process. As an environment-friendly consumption pattern, green consumption pattern is advocated and implemented in more and more countries.With the emergence of green consumption, researches on green consumption have been increasing in recent years. Domestic and foreign scholars adopted the validity-testifying model to analyze the green consumption's influences and consumption decision-making mechanism from various perspectives, including single or multiple variables, such cognition, attitude, psychological variables, self-efficacy, perceived barriers, etc. However, studies of decision-making mechanism model are relatively fewer in China. And there are many inconsistencies in the argument about the relationships between attitudes and behavior. By literature review, this paper builds a relationship model between the three components of green consumption attitude which includes the knowledge of green consumption cognition, emotion and intention, and the green consumption. Assuming cognition of green consumption, which includes knowledge cognition of green consumption and Perceived effect, green consumption emotions and intentions have direct and positive effect on behavior respectively, perception of barriers have direct negative impact on consumer behavior.Through literature research and interviews, this paper based on the definition of the concept of green consumption to create a green consumption behavior rating scale firstly, uses data obtained from survey to analyze the influences of the dimensions of green consumption attitudes to the green consumption behavior, and study the relationships between them. Breakthrough the research stage that the research about green consumption behavior has been stuck in the psychological decision-making of behavior research stage, extends to research the relationships between green consumption attitudes and observable green consumption behavior; come to conclusions that the green consumption emotion and intention have direct positive impacts on green consumption behavior, while cognition knowledge of green consumption, perception effects, perception of barriers do not directly affect green consumption behavior, but they indirectly influence behavior through intention, the green consumption emotion directly and indirectly influence behavior through the intention. And adjust the model based on the result of empirical analysis, create the relationship model about green consumption attitudes and behavior.Finally, this paper based on the results of empirical analysis, analyses the status of the various dimensions of the green consumption attitudes and the five areas of behavior, as well as the reasons that hinder the green consumption attitudes into practical behavior. At last, give advice to the government, enterprises and consumers respectively to improve the awareness and behavior of green consumption.The paper firstly establish a green consumption behavior measurement system, through continuous improvement for future studies to establish perfect green consumption behavior measurement system, to regularly study, measure and compare longitudinal green consumption behavior, and gradually explore the development status of green consumption attitudes and behavior.