Factors Affecting Consumer Green Consumption Behavior Research In Xin Jiang

With the rapid economic development, the environment is becoming increasingly serious ecological problems of the world, has brought harm to human survival and development, so that the world’s people understand the importance of protecting the environment. At present, the green consumer behavior as a new consumption patterns, promote consumers to buy individual health and the environment contribute to green consumer goods, whether it is or should pay attention to environmental protection in the process of post-consumer in the consumption process. Green consumption as a new, environment-friendly concept of consumption, has been receiving more and more countries adopt.In recent years, increasingly serious environmental problems affecting domestic and foreign scholars on green consumer behavior increasing them from different angles, there is a single variable values, attitudes, psychological variables or more variables and empirical research, and the application of more the theory of planned behavior is. In China, in the study of the mechanism of green consumer behavior is still relatively small. As a representative of the western region of Xinjiang, with the development of green resources and conditions of consumer behavior, the paper after literature review and analysis, combined with China’s national conditions and domestic and foreign scholars have made research on green consumer behavior mechanism of a consumer Xinjiang research, build the appropriate model. Reference in the model; theory of planned behavior, this article will attitude, subjective norm and perceived behavioral control as a green consumer behavior predictor variables green consumption will affect the relationship between the intermediary and green consumer behavior predictors between, on the other will test whether self-efficacy factor has a regulatory role.Literatures present study theory analyzes reviewing and on top of Xinjiang consumers of survey, co recovered 320 valid questionnaires and data collected by the survey, using statistical analysis described SPSS17.0, reliability with validity analysis, factor analysis, correlation analysis and linear regression analysis to test the hypothesis of this paper. The main conclusions drawn for a moment: 1 subjective norms consumers green consumption will positively affect the intention of green consumption; consumer attitudes will positively affect green consumption of green consumption intentions; consumer perceived behavioral control will positively affect the intention of green consumption; 2 green consumption of green intentions will positively affect consumer behavior; 3 self-efficacy adjustment green consumer intentions to green consumer behavior; a time when high self-efficacy, meaning green consumption have a significant effect on green consumer behavior; b when the self Efficiency is low, green consumption intention no significant effect on green consumer behavior.