Chongqing Resident Guide Research On Sustainable Consumption

The traditional social development mode is charactered by“three high and twolow”-high input, high energy consumption, high pollution and low-level, low effectivein production field; and consumption is accompanied with the proportion of growth inthe same direction, which resulted in a great waste of social resources and socialenvironment of increasing pressure. With the traditional way of social developmentcausing a series of negative effects on human society, human beings began to thinkabout the sound development patterns of modern suitable for human society,then raisethe concept of sustainable development.The study of sustainable consumption boombegan to emerge in the consumer field. Sustainable consumption is self-realization ofsustainable development in the consumption field of human society, which is a green,eco-friendly, reasonable and moderate consumption, and an important way to achievesustainable economic and social development and alleviate the pressure on resourcesand the environment, but also the contemporary trend of consumption transformation.In the late20th century, domestic and international attention on sustainableconsumption and sustainable consumption is gradually increasing. In2011, the studyon sustainable consumption patterns based on ecological civilization (G0312) is listedas the key planning projects by China Natural Science Fund Committee. Looking atthe domestic and international research, we found that the researches of scholars athome and abroad focus on the change of the traditional consumption patterns as wellas the policy framework from the macro level, but lack of empirical analysis andresearch on sustainable consumption, and the policies and proposals in accordancewith the results of empirical research. Currently, our consumers’ understanding onsustainable consumption is not deep enough, and the launching of sustainableconsumption in China is not widespread. The academic research on sustainableconsumption is still in its infancy, mostly expound the principles of sustainableconsumption and the evaluation index as well as the impact of factors in a macrosense, but is lack of study guide for regional sustainable consumption patterns.On the basis of summarizing and drawing domestic and international sustainableconsumption literature, the research, at first states the basical concepts and principlesof sustainable consumption,then analysis and studies the overall status and problemsof sustainable consumption of Chongqing, and designs the intention of questionnairecombined with the specific circumstances of Chongqing resident sustainable consumer behavior, then based on the collection and collation of questionnaire data,analysis of variance of the resulting data by means of empirical research methods,analysis different demographic variables how to impact sustainable consumerbehavior and sustainable consumer behavior intention, and inconsistencies intentionand behavior practice, at last to guide the people of Chongqing sustainableconsumption transformation, proposed countermeasures and suggestions of the theory.