Research On Green Consumer Awareness And Behavior Patterns Of Beijing College Students

A series of environmental problems, such as the booming population, the extravagantuse of natural resources and the destruction of natural environment, have threated theharmonious development of human and nature. Thus, the world begins to reflect on theexcessive lifestyle of the past, taking efforts to seek cooperation and solutions. Now,countries advocate a green consumption style characterized by green, healthy, safe andeconomical, which actively promotes environmentally friendly lifestyle consistent withgreen consumption. Therefore, green consumption is increasingly accepted and respectedby consumers.Green consumption as a new way, not only benefits the development of human beingsas well as the environmental and ecological protection, but also benefits the sustainabledevelopment of socio-economic. Researchers’ study mainly focused on green consumption,value judgments of green consumption, selection on policy tool of green consumption, theconnotation of green consumption and opportunities of green consumption and otheraspects. However, the scholars’ research on green consumption remains to be deepened.This paper, based on relevant researches, develops a scale regarding greenconsumption awareness and behavior, comprehensively analyzing the impact ofdemographic characteristics, such as gender, education, the average spending per month ongreen consumption behavior. This thesis will future analyze the impact of variousdimensions of the green consumption awareness, such as ecological knowledge,environmental awareness, environmental emotion, perception of consumer behavior ongreen consumption behavior, and conduct researches on the green consumption patterns ofcollege students. Finally, the paper proposes recommendations to promote greenconsumption patterns, and hope it plays an active role in environmental protection andhuman development.