A Studying Of The Relationship Between Environment Values And Green Consumption Behaviors

After human being entering the industrial society, their production and lifestyle have undergone a fundamental and radical change. Meanwhile the ecological environment has been severely damaged, which is reflected by prominent global ecological crises, e.g. serious environmental pollution and resource depletion. Bad environment values which negatively affects the construction of eco-friendly and resource-saving society is one of the root causes of these ecological crises. Therefore, to establish the right environment values and thus to promote environmental behaviors is of high significance to solve environmental problems and achieve sustainable development.Since values has a significant and dominant impact on of human motivation and behavior,environment values as an important aspect of values have the same effect on human motivation and behavior. Environment values is able to promote the awareness of green consumption, encourage green consumption behaviors. Therefore, studies on the effect of environment values on green consumption have both theoretical and practical significance. Current domestic researches mainly focus on these three aspects;(1) the definition of environment values, the concept of green consumption behaviors;(2) the factors affecting green consumption behaviors;(3) the relationship between green consumption behaviors and the environment values where the attitude is the intermediary.However, there still exist these following research questions:(1) people has not formed a unified understanding of environment values and green consumption behaviors;(2) the domestic research mainly focues on the influencing of green consunmption,which led to lack of creativity;(3) on the studying of the relationship between environment values and green consumption behaviors, only one intermediate variable is not sufficient. In this paper, focusing on solve the third problem, by studying on urban and rural residents in Shanxi Province, the author analyzes the relationship of environment values and green consumption behaviors as well as mediating variables.By reading the relevant literature, this paper first clearly elaborates the concept of environment values and green consumption behaviors. Secondly, by using the the green consumption attitude as the mediator, this paper introduces green consumption subjective norms and perceived behavioral control as the mediator variables and builds theconceptual model and proposes assumptions on the relationship between the environment values and green consumption behaviors. Then, based on 395 valid questionnaires of 550 issued survey questionnaires, this paper validates the proposed assumptions with empirical analysis on the conceptual model. By using SPSS17.0 and statistical knowledge, the reliability, validity, correlation analysis and regression analysis of the survey questionnaire are performed to analyze the questionnaires. Based on these study,the following conclusions are draw: environment values and green consumption behaviors have significant and positive relationship and the three variables, which are the green consumption attitude, the green consumption subjective norms and the perceived behavioral control of green consumption, all play as an intermediary role between environment values and green consumption behaviors. From the theoretical view, the conclusions contribute to the formation of the effects of environment values on the green consumption behaviors. From the practical view, the conclusions helps to build the correct environment values, encourage the green consumption behaviors, and promote green consumption patterns.