The Research On The Impact Of Ecological Values On The Sustainable Consumption Behavior

Research on the impact of values on the sustainable consumption behavior has been the concern of academia. Until now, scholars have carried out the research about ecological values’impact on sustainable consumption behavior from different angles, with inconsistent research findings. This is mainly caused by two reasons. The first is the confusion in definition. So far, there is not an authoritative definition in the academia. Scholars make the definition of sustainable consumption behavior from different point of view, which lead to the different connotations and denotations. The second is the unclear division in the sustainable consumption behavior dimension. There are many kinds of division, such as one dimension, two dimensions, and multi dimensions, resulting in the inconsistent or even contrary conclusion.Based on the above, we carried out the study as follows:Firstly, we read literature on sustainable consumption and sustainable consumption behavior at home and abroad, and defined the sustainable consumption behavior combined with China’s conditions; Secondly, we got the dimension of sustainable consumption behavior from its concept, listed the declarative sentences of sustainable consumption behavior through qualitative research method, which was textual analysis, and then classified these declarative sentences to develop the whole sustainable consumption behavior scale.Based on the definition of sustainable consumption behavior and the division of its dimension, we did the depth discussions about the mechanism of ecological values’ impact on sustainable consumption behavior, constructed the mechanism model, and validated hypotheses with data from the consumer samples with economic capacity. The empirical results show that mechanisms of ecological values’impact on each kind and overall of sustainable consumption behavior vary from each other. According to the research findings, this paper puts forward some policy recommendations. When promoting consumers’sustainable consumption behavior, policy-makers’action should be targeted. They should pay more attention to key factors that hinder the implementation of sustainable consumption behavior, and put limited public resources in the right place to increase the efficiency of public policies.