A Study Of Relations Between Environment Values And Green Consumption Behavior

In recently years, with the rapidly economic development of China, the environment problem becomes more and more serious, the government put forward for sustainable development, policies; in the international community, low carbon development draw more attention. In this context, changing the resident’s consumption pattern, setting up the green consumption idea gained more recognition again. Green consumption is the extension of the sustainable development idea, is an important aspect to solve the environment problem.Values are the behavior guiding principle or faith held by the individual, having an important guiding function to resident’s behavior, is the intrinsic reason of the individual behavior. So start from the resident’s values, studying the values has an important practical and theoretical significance on the green consumption behavior mechanism. Through consulting literature, in combination with the reality of the situation and the domestic and foreign scholars’research results, starting from the environment values, study its influence to residential green consumption behavior. Also making the attitude to green consumption as intermediary variable and the researching the adjust action of situation of variable pressure group, constructing model, trying to prove it through empirical analysis method.On the basis of literature review and theoretic, the research carried on a questionnaire to various kinds of knowledge staff, and totally 225 questionnaires were retrieved, examining the research model and hypothesis though the correlation analysis and regression analysis and variance analysis of statistical methods. The study concluded that the main conclusion:1. Three dimensions of environment value (ego values, altruism values, ecological values) have significantly affected on residential green consumption behavior. And ego values have very significant relation to the green consumption behavior, altruism values and ecological values have high significant positive correlation to green consumption behavior. Statistics have shown that most people in our country are altruistic values, this is related to our traditional culture, indicates that when resident in green consumption, they consider more from the overall altruistic, but not are from essentially understand green consumption behavior should be based on the ecological environment of itself. 2. Three dimensions of green consumption attitude (environment sensitivity, green consumption literacy, green consumption attention)have a significant positive influence on residential green consumption behavior.3.The three dimensions of green consumption attitude have different mediating effects between environment value and green consumption attitude. Green consumption attitude has different mediating effects between ego values and green consumption attitude, green consumption attitude has the same mediating effects between altruistic values and green consumption behavior, green consumption attitude has part mediating effects between ecological values and green consumption behavior.4.Scene variable pressure group does not make any impact between green consumption attitude and green consumption behavior, the further data indicate that group pressure has significant positive influence on green consumption attitude, and then affect resident’s green consumption behavior.5.Resident’s green consumption behavior differ with age, the research indicates that people the ages between 24 and 40 shows relatively high green consumption behavior, other ages are relatively low. Resident’s green consumption behavior differ with education background, the higher degree the more prominent the green consumption behavior.