The Research Of The Influence Of Environmental Values On The Green Consumer Behavior

Firms need to produce innovate green products, use environmental energy resources in order to cope with the serious situation of resources and environmental problems, relieve environmental pressure, and create livable environment. If the government wants to guide consumers’ green consumption mode, it need to regulate consumers’ green consumption behavior from the individual perspective. Therefore,it is very important to study the effect mechanism of environmental values on green consumption behavior for regulating individual green consumption behavior,developing and promoting green products, and guide green lifestyle.Based on the theory of values- belief- norm theory, this paper constructs the effect model of environmental values on green consumer behavior. Among them,the environmental value is divided into three dimensions, namely, egoism value,altruism value and ecological value. Green consumption behavior is measured by three aspects, namely, consumer choice, purchase and use. This paper also adds environmental beliefs and subjective norms as mediate variable to explore its mediation effects between environmental values and green consumption behavior.This paper use SPSS19.0 and AMOS21.0 to test hypothesis. Finally, to improve individual green consumers’ behavior recommendations from consumer, businesses and national perspective.According to analyze the 232 parts of Students’ green consumer behavior inherent mechanism sample data from different schools. Studies have shown that environmental values have a significant impact on the green consumer behavior, and indirectly affect the occurrence of green consumer behavior through environmental beliefs and subjective norms. The ecological Values which directly affect the effectiveness of green consumer behavior is the most evident,which shows that individual tends ecologists more obvious, the greater possibility of green consumer behavior; In addition, it also verified environmental belief and the subjective norm all play intermediary roles when environmental values affect green consumer behavior.Three different intermediary role model is derived, when the environmental beliefs and subjective norms work together will have the largest impact on green consumer behavior. Therefore, in order to improve the possibility of individual green consumer behavior, it is necessary not only to guide theindividual to establish Ecological values and environmental beliefs, but also need us pay attention to the influence of subjective norms of behavior, thereby improving the overall occurrence of green consumer behavior.