Research On Environment-conscious Consumer Behaviors And Ecological Marketing

With the deepening deterioration of natural environment and enhancing of consumers'environmental consciousness, sustainable development has become the focus over the world nowadays, and developing recycle economy, constructing ecological city are getting more and more popular. Under the trend of"Greening", many western countries setted up such a development and consumption model to adapt to the environment. However, in China, which takes up one fifth of the world population, because of the shortage of economy growth ways and weakness of consumers'environmental consciousness, there are still many obstacles in ecological marketing implementation. Therefore, how to develop economy and implement ecological marketing simultaneously, has become an important issue among enterprises, academies and the whole society.At first, on the basis of reviewing ecological marketing research at home and abroad, this essay points out deficiencies of current study, brings forward problems to be settled, and demonstrates difficulties and innovations in this research.Secondly, this paper introduces the definitions, characters and conditions of green consumption and ecological marketing, summarizes three psychological processes of environment-conscious consumers and their four functions in attitude, and analyzes the dissonant phenomena between attitude and behavior; At the same time, this article builts up a skeleton to research ecological marketing from inner and outer factors, analyzes superoirities, weeknesses, opportunities, threats in ecological marketing, and then provides four basic strategies.Finally, through sending quenstionaires to Chinese citizens in large quantities, and using some statistical methods, such as factor analysis, stepwise regression, and cluster analysis, those main factors which have great influence on consumers'ecological consciousness and behaviors are found out; from the explanation of the result, we provide the ecological innovative ways for consumers, enterprizes, government and environment-protect NGO.Here, we must mention that, results of this empirical study prove, environmental consciousness and ecological behavior of Chinese consumers are still in a low level. Thus, enhancing their consciousness and behaviors in protecting environment will bring benefits to the implementationof ecological marketing.