The Research On The Influencing Factors Of The Green Consumer Behaviors Of College Students In Changsha City

With the serious environmental problems hindering the development of society increasingly, people begin to reflect and try to change their production and life style which causing waste of resources and excessive consumption.In this context, scholars have done a lot of Significant research on the green consumption, but for the influence factors of green consumption still have no unified conclusion. Changsha is a Two-oriented city, which is related to resource-saving and environment-friendly. Besides, the number of college students is so high that have a great influence on the consumption style of residents in Changsha.Therefore, this paper try to apply empirical research to explore the factor influencing green consumption of undergraduates in Changsha. Based on the results of research, we propose suggestion to improve the green consumption of college students in Changsha.Firstly, this paper definite concepts and describe theory related to green consumption based on a review of related literatures. Then, we analysis green consumption status of college students in Changsha and summarize the existing problem in order to lay the practical and theoretical basis.Secondly, the article built the influencing factors model of green consumption of college students in Changsha on the basis of the Theory of Planned Behavior. This paper applies SPSS20.0 to analysis valid data collected from 442 college students in 10 different universities in Changsha. The data analysis methods range from reliability analysis, factor analysis, correlation analysis to regression analysis, with the help of those above mathematical statistics, we verify suggested hypotheses and weigh the impact of demographic characteristics, consumer attitudes toward green consumption, knowledge of environment, perceived control and reference group on green consumption.The results show that:green consumption attitude, knowledge of environment, green perceived effectiveness and reference group have a significant positive impact on green consumption. The impact from large to small sequencing is followed by consumer attitudes, knowledge of the environment, Reference group and then perceived control. Among demographic characteristics, gender and average level of monthly consumption have a significant impact on green consumption. Female are more inclined to green consumption than male. Green consumer attitude plays an intermediary role, which is partially mediated, in environmental knowledge and green consumer behavior. The regression equation is:Green consumer behavior= 0.274*green consumption attitude+0.225*knowledge of the environment+ 0.156*green perceived effectiveness+0.192* reference groups-0.083*average level of monthly consumption.Finally, the article conclude the results of empirical research. In view of the above, we propose recommendations to improve green consumption among college students in university and suggestion to green marketing for enterprises.