The Empirical Research On The Relationship Between Ecological Awareness As Well As Health Awareness And Ecological Consumption To Rural Residents

Ecological consumption life style emerged in response to demand in west countries by the middle of the 20th century, and it was introduced to China at 1980s. In the last 20 years, especially in recent years, both industrial circles and academic circles have paid much attention to the ecological consumption problem of urban citizens, but neglect the rural residents seriously. To make up for the defect of theory study, this study use empirical research method to discuss the relationships between the rural residents'ecological awareness as well as health awareness and ecological consumption. Then come up with some theory basis about marketing management for enterprises to expand ecological consumption market in rural areas.After the retrospect of the results of the prior studies related to rural consumption, ecological awareness, health awareness and ecological consumption, the theoretical model is constructed to test effects of each other between ecological awareness as well as health awareness and ecological consumption. Ecological awareness variable include five dimensions which are ecological knowledge, ecological problem perception, ecological emotion, ecological responsibility and sense of self-efficacy of ecological problems. Ecological consumption contains two dimensions which are resources economization consumption and environment protection consumption. The study data was required through questionnaire investigation. 240 questionnaires were given out to rural residents in Changsha, Zhuzhou, Yiyang, Loudi, Shaoyang and 214 valid questionnaires were collected. After the confirmation of the reliability and effectiveness of data, the hypotheses were tested.The results show that health awareness has a significantly positive impact on resources economization consumption; ecological knowledge and health awareness has a significantly positive impact on environment protection consumption; resources economization consumption has a significantly negative impact on ecological knowledge, ecological problem perception, ecological emotion, ecological responsibility, sense of self-efficacy of ecological problems and health awareness; environment protection consumption has a significantly positive impact on ecological knowledge, ecological problem perception, ecological emotion, ecological responsibility, sense of self-efficacy of ecological problems and health awareness. According to the results, some marketing management advice is given to enterprises to expand ecological consumption market in rural areas.There are three innovation points of this study: Firstly, rural residents are studied while most of the ecological consumption problem researchers keep their eyes on urban citizens. Secondly, ecological consumption is not only regarded as a dependent variable but also as a independent variable at the same time, while prior studies only regards it as dependent variable. What's more, the health awareness variable is cited for the first time.