| Currently, the seriousness and the harmfulness of resources and environmental problems have caused widespread concern in society,Therefore, it is an inevitable choice to construct a resource-conserving, environment-friendly, harmonious society of sustainable development.Green consumption has gained rapid popularity and promotion in the world which as an environment-friendly consumption model, more and more consumers indicate that they are willing to perform green consumption in their daily lives. But in the actual consumption situation, people often have less or no green consumption, there are significant differences between their will and their actual behavior, The phenomenon that people only change their attitudes but not change their actions towards consumption, will bring out tremendously negative effects, for example, it will not only offset the promotion of the consumption efficiency caused by the technology advancement, leading to the waste of educational resources, but also cause the product launch failure at a high price of the green manufacturing enterprises which are guided by the consumers’ green consumption willingness, which will wreck a havoc on the enterprises’ enthusiasm of shouldering social responsibility, and possibly incur more social problems.The gap of consumers’ attitudes and their behaviors has attracted scholars’ attention, There are some scholars in foreign countries begun to explore it, and they have achieved some research attainments. But due to different cultural background at home and broad, conclusions of the foreign researches do not necessarily fit well for China.Not only that, the researches about the Intention-Behavior Gap in green consumption are relatively backward in china. Although some scholars have started to do the research, yet, the present researches always theoretically discuss the problems and predicaments of the green consumption on the surface level, or comb and summarize the conclusions of the foreign researches, so there is a lack of profound researches on the deep level in line with Chinese actual conditions. Based on the above analysis, this study want to explore the profound reasons for the gap of the consumers’ Intention-Behavior in Chinese context.On the basis of the summary of the literatures, firstly adopts the qualitative method to do the theoretical exploration about the factors related to the gap of green consumption intentions and behaviors, and later constructs a theoretical model for the gap of green consumption intentions andbehavior that contains consumers’ personality factors consisting of green awareness,resources and environmental responsibility and habits, perception factors combined by perceived effectiveness and perceived consumer risk, perceived degree of involvement of environmental crisis as well as the situational factors. Then this paper uses the designed questionnaires to the empirical validation. And the research result shows that:(1) In the green consumption, the consumers’ habitual preference has a positive effect on the inconsistence between the green purchase willingness and behavior, that is to say, the stronger the inherent life or consumption habits of the consumer is, the more difficultly relatively unfamiliar green consumer buying occurs, or the more easily the intention and behavior of the consumer is inconsistent. The consumers’ level of education, perceived effectiveness, the degree of sense of crisis involved in perception, social reference group norms and situational factors are negatively correlated with the inconsistence between the consumers’ attitudes and their behaviors.Family economic income level has a significantly positive influence on the consumers’ intentions and behavior, for according to the study, under the circumstance of higher incomes, the research hypothesis of a lower inconsistence is reversed. The hypotheses of green awareness of resource and responsible consciousness of environment as well as the perceived consumption risk do not pass,and gender and age do not have an obvious effect on the green purchase inconsistence.Consumers’ level of education, resources and environment responsibility consciousness, green consciousness, consumers’ perceived effectiveness, and the extent of sense of crisis involved in perception, social reference group norms all negatively influence the consistence between the environmentally friendly consumption intentions and behavior, which means the lower the extent of above factors is, the stronger the inconsistence between the willingness and behavior is.Consumers’ habit preference has a positive and considerable impact on the inconsistence between the environmentally friendly consumption intention and behavior. The hypothesis does not pass the validation that gender, age, situational factors and family income level have an effect on the inconsistence between the environmentally friendly consumption intention and behavior.(2)Habit preference and perceived consumption risk have positive influence on the consistence between consumers’ willingness for recycling consumption behavior and their behavior. And consumers’ perceived consumption risk has a positivelystronger effect on the recycling intention and performance gap than the habit preference. The education level, green awareness and perceived effectiveness, the degree of the perceived crisis involvement, situational factors and family economic income levels all negatively influence the consumers’ recycling intention and performance gap. As far as the impact strength is concerned, green awareness has the greatest effect with perceived effectiveness in the second place, the degree of the perceived crisis involvement in the third place, education level the forth, and the situational factors the fifth. Gender, age, resources and environment responsibility consciousness along with the social reference group norms don not pass the test, but it is not indicative that these factors will not affect that consumers’ recycling intention and performance gap.(3)Consumers’ green awareness and resources and environment responsibility consciousness have a weakly significant and negative correlation with moderate consumption and behavior inconsistence. While, perceived effectiveness, the degree of perceived risk involvement and social reference group norms have an obviously and significantly negative effect on the moderate consumption and behavior inconsistence. In terms of the impact strength of moderate consumption intention and behavior, the social reference group norms have the greatest effect on the inconsistence, with the degree of the sense of risk involved in perception in the second place, the perceived effectiveness in the third place and the education level at the end. Consumers’ habit preference and perceived consumption risk is obviously and positively related to the moderate consumption intention and behavior inconsistence. Situational factors and family economic level are negatively related to moderate consumption intention and behavior. Gender and age do not have remarked effect on the dependent variables.Ultimately, this paper on the basis of the research conclusions, put forward some policy suggestions to promote green consumption from the perspectives of government, enterprises and consumers. |
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