| The rise of green consumerism heat makes many foreign scholars start to pay attention to green consumption, and all aspects of the extensive literature about green consumption come into the in-depth study. The green buying is the premise and foundation of the green consumption, and the important content. It provides the green content and object of the consumption, and makes the environmental effects of consumption have protection. With the enhancement of environmental perception, the value concept, consume psychology and behavior changes have taken place, the scholars also found an increasing of the green buying behavior. Within three decades, the foreign scholars made a deep and extensive research on the green buying. In the process of study, the scholars use values, lifestyles, attitudes, knowledge and environment variables, and other demographic factors and variables to predict the purchase of green.Compared with the mature study on green buying behavior, the domestic research on green buying is still on the beginning stage, it is mainly about the qualitative analysis and discussion, the quantitative research is less. Especially the systematical research on connect life style with green buying behavior is few. Well the consumption of the urban residents, as the main part of our country's resident consumption, have its unignored position, and contribute a great to the steady of the whole social economy, the changes of its consume behavior will cause the changes of the supply and demand. Therefore, it is very necessary to carry out a study on current China's urban residents'green buying behavior.According to above study motives, the paper uses empirical methods, from the point of urban resident consumers, to discuss the relationship between the life style and its dimension and green buying behaviors. Lifestyle is a multi-dimension concept, based on Li jianxin(2006), shrum(1995) and Wu gen(2004)'s theory, this paper decide to choose impulse buy, new products trying, price sensitive, opinion leaders, advertising attitude, advertising information judgement, media preferences and information concern as the three different impact dimensions of lifestyle to green buy behavior. Based on the literature review, according to the model structures, three hypotheses are put out. The sample of the paper concludes urban residents, in view of that the Dashiqiao is famous for"magnesium city", because of its advantages and historical basis, the sustainable development, the income of urban residents and consumption level are list in the forefront, thus the paper choosethe civil service as the sample. The questionaire is designed according to the predecessors'scales, 200 pieces of questionaires are distributed, the collected data is analyzed with SPSS, it is found that the lifestyle has an significant impact on the three aspacts of green buy behaviors through regression analysis and others statistics methods. The four dimensions which include concern of the information, media preferences, opinion leaders and new products trying, they all have the positive impact on the buying of green product; opinion leaders, concern of the information and media preferences also have positive impact on brand switching ; opinion leadership, concern of the information and price sensitive have positive impact on pay-more buying of the green product. The conclusion and meanings of the study is that:Firstly, compared with the foreign and domestic consumers in large cities,the consumers who lives in the cities and towns are willing to buy green products,they often have an impact on the surrounding crowd of consumer opinion leaders, who are willing to take the initiative along with friends to exchange information and views about products, they are willing to try to buy fresh, distinctive product, they are more willing to accept television broadcasting and other media; their higher degree of price-sensitive and cautious indicate they are more rational buyers, but they will make more choice while realizing the value of green product.Secondly, the study found that the sample of this study on urban consumers indicate their personal information: level of education, income and gender have some influence on the green buying behavior. The conclusion of this study is different from Hezhiyi's, the reason may be that this study is the consumers who are living in cities and towns, although they are civil servants and have a certain fixed income with relatively higher level, but compared with China's metropolis and the respondents of the coastal open cities, there is still a certain gap in the level of education and income. Statistics from the samples can be seen in the description of the respondents in the level of education and income have different degrees of difference, the study found that urban residents with higher levels of education, the consumers may be willing to pay more to buy green products ; higher-income urban women consumers may be willing to pay more money to buy green products.Green consumption in China is still in the development stage, it is a more limited group of green consumption, consumption of urban residents in China, as residents consumption in the main part of the position can not be ignored. The study means a lot to green marketing businesses: (1) the residents who are living in the cities and towns are willing to take the initiative to exchange of product information with friends and have a certain degree of influence on them, corporate marketing that are traditional marketing model will rely on the basis of word-of-mouth communication, and should attach importance to the marketing. (2) In the view of urban residents's influences on the purchase of green products, the impact of television and other media larger enterprise marketing, the marketers convey some information with a green advertising, the establishment of consumer awareness of green consumption and strengthen customer concept of green consumption through television and other media. (3) the urban residents are often willing to pay more money for value when buying green products, thus,the enterprises should pay attention to the quality assurance of green products, green products could enhance consumer's confidence. Although there are some limitations in this study, while from the whole aspact, there is still great theoretical and practical meanings. |
