Green Consumption Behavior: An Empirical Study Of Influencing Factors

As an old Mayan prophecy：Earth is not all human, but all human beings are among theearth. When the human began to lose control of whatever they want, when the human holding theidea of human-centrism disrespect, when humans destroy the Earth fordevelopment, the humanmust deserve retaliation from the nature.Countries have already starting to focus on the content of environmental psychology, butour research has just begun. To understand the status of consumer awareness of green, and togive scientific information and guidance for environmental protection policies, the study startsfrom the perspective of factors, to find the behavior and our environmental consciousness.First, on the basis of expert advice, we identified the green concept and scope of consumerbehavior, and the impact of various factors contained in the content, and preparatquestionnaire. By using environmentally friendly network questionnaire, we collected408validquestionnaires including: Yunnan, Henan, Anhui, Beijing, Gansu, Guangdong, Guangxi, Guizhou,Hebei, Heilongjiang, Hubei, Hunan, Jilin, Jiangsu, Jiangxi, Liaoning, Inner Mongolia, Shandong,Shanxi, Shaanxi, Shanghai, Sichuan, Xinjiang and Chongqing. And Henan and Yunnan provinces,account for70%of the total number. Through item analysis, exploratory factor analysis andconfirmatory factor analysis, and we finally get a good discrimination and good reliability andvalidity of the formal questionnaire. The results show that the impact of green consumerbehavior factors4factors, environmental values, environmental emotional, environmentalknowledge and perceived risk.Secondly, we conducted a questionnaire descriptive statistics, correlation analysis,regression analysis, antecedent variables and mediator analysis. Finally we got the greatestimpact on green consumer behavior of several factors: environmental values, environmentalemotional, environmental knowledge, perceived risk, the monthly cost, level of education andage. Regression equation is0.246*emotional environment+0.168*environmental knowledge-0.146*the monthly cost-0.103*perceived risk*+Age*0.129+0.143*environmental values+0.106*education.At last, gender in the environment emotionally significant, women are more sensitive tothe environment, have stronger sense of crisis. The elderly showed greater environmentalsensitivity. Growth in the perceived risks were significantly different, the growth in the ruralareas of the respondents perceived more risk, especially economic risk. Household income on the environmental knowledge and perceived risk were significantly different, high-income familieshave more environmental knowledge, perception of low-income households to more risk.