| The global ecological crisis and the depletion of natural resources are becoming more and more serious.Mankind is facing a serious challenge to survival.Under such ircumstances,sustainable development has become one of the most concerned issues in the academic circles both at home and abroad.Many of the aforementioned environmental issues,Which include global warming,smog in cities,water pollution in rivers and lakes.all stem from improper human consumption behavior.Consumers’ incorrect consumption behaviors are influenced by environment-related values,beliefs and emotions.In this context,promote the level of consumers’ ecological consumption and reduce the damage to the natural ecological environment has become an urgent and important practical issue.This paper first clarifies the domestic and foreign scholars on the environmental values,perceived individual efficacy and ecological consumer behavior related research results and the related theoretical basis;Secondly,I developed the urban residents environmental values scale and eco-consumption behavior scale on the base of literature reading and expert interviews and divide residents’ environmental values into self-serving values,altruism values and ecological values.The eco-consumption behavior of urban residents in China is divided into ecological purchasing behavior,ecological product using behavior and waste disposal behavior.On the base of psychology and consumer behavior,I summarize the influencing factors of urban residents’ ecological consumption behavior:environmental values,perceived individual effectiveness and social demographic factors,and on this basis I build a theoretical research model of urban residents’ ecological consumption behavior and research hypotheses.Through the questionnaire and questionnaire survey of urban residents in Hangzhou City,the survey data collected by SPSS21.0 software were used to process the data.Through descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression analysis The research hypothesis was verified.Through one-way analysis of variance and means of mean analysis,the social demographic variables in the analysis of differences in ecological consumption behavior,gender,age,marital status,education,income test,the results show that education and income on the residents of ecological consumption behavior There are significant differences,and the higher the education level of residents,the higher the personal monthly income,the more inclined to the ecological consumption behavior,while the other social demographic variables have no significant differences on the residents’ ecological consumption behavior.Multiple regression analysis shows that(1)the altruistic values and ecological values in environmental values have a significant positive impact on the three dimensions of consumers’ ecological consumption behavior and the perceived individual’s effectiveness,while the values of self-interest in environmental values have no significant effect on consumers’ ecological consumption behavior and perceived individual efficacy.(2)Consumers’ perception of individual efficacy has a significant positive impact on the three dimensions of consumers’ ecological consumption behavior.(3)Perceived effectiveness of individuals play an intermediary role in the impact of consumers’ environmental values on ecological consumption behavior. |
