Study Of Conservation-Conscious Consumption Behavior Of University Students Under The Influence Of Social Norms

Conservation-conscious consumption behavior is a kind of environmental behavior, which is based on daily consumption behavior, aiming at resource conservation and environment protection, and showing up as reduction and recycling. Conservation-conscious consumption behavior has two dimensions: conservation-conscious purchase and conservation-conscious usage. The purpose of conservation-conscious consumption behavior is not how much money have saved during the consumption process, but how to be rational, practical and environmental. Consumers are required to be rational, to meet their own demands as well as protect the environment and conserve the resources, in order to achieve the goal of sustainable development.With the development of Chinese economy, the demand of resource is becoming more and more, and the contradiction between resource deficiency and resource waste have become increasingly prominent. Therefore, the Party Central Committee proposed in the sixteen session of the fifth plenary session, resources conservation and environment production should be established as the basic national policy of our country. Therefore, as a kind of environmental behavior, conservation-conscious consumption behavior gets more and more attention.This study established a theoretical model of conservation-conscious consumption behavior, base on the analysis of influencing factors and the study of responsible environmental behavior and ABC theory. By studying literature, this study designed the scale, and by using prediction test to perfect it. This study use structural equation model, independent samples T test and hierarchical regression to analyze the final data. Overall, the theoretical model has been effectively supported by empirical research.The overall study results and conclusions mainly include in three aspects:First, consumption concept, environmental responsibility, resource perception, consumption knowledge and social norms have significant positive effect on conservation-conscious consumption behavior. Second, gender differences have significant influences on college students’ conservation-conscious consumption behavior, which means female is more economical than male. But the difference between urban and rural areas has no significant effect on conservation-conscious consumption behavior of college students.Third, social norm has a significant moderator function of personal factors to the conservation-conscious consumption behavior, and the moderator effect is negative.This study have analyzed the interaction between affecting factors of conservation-conscious consumption behavior under the influence of social norms. The results of this study may provide some inspiration aiming at the existing problems of the conservation-conscious consumption behavior of college students and a new way to educate and encourage conservation-conscious consumption behavior.