The Relationship Between Environmental Value And Pro-environmental Behavior

Environmental value refers to the environment and human behavior evaluation. The former includes the judgment of values and importance. And the later includes that the behavior has a positive impact on human and social development, ecological balance, harmony between man and nature. Establish a correct environmental value could be effective in reducing the negative impact of their actions on the environment. Therefore, in order to provide guidance to correct values, and promote the act of environmental protection, we devised the investigation of environmental values and pro-environmental behavior of beachfront tourist. It may explain and predict individual acts that damage the environment in the tourist activity. And help us to understand the situation of individual environmental values.Through the review of the literature, we sort out the internal and external concepts, theory and measurement on environmental values and pro-environment behavior. By summing up the relationship between them, we built the measurement dimension degrees of environmental value, and proposed the research assumed: Firstly, age, gender, degree, career, average months income and living place, those population statistics are variable in each dimension of environmental value and pro-environmental behavior; Secondly, environmental value including egoism environmental value, social altruistic doctrine environmental value and ecological doctrine environment value. And each dimension degrees has positive relationship; Thirdly, environmental value has positive correlation on pro-environmental behavior, environmental value directly affects people’s pro-environmental behavior; IV, the dimension of environment value and pro-environmental behavior has a positive relationship; Finally, environmental value is not impact pro-environmental behavior directly, and they influence each other by the mediator.In this study, we used the methods about the literature studies, questionnaires and data analysis, and used questionnaires as a measurement tool to collect information. This questionnaire includes four parts:demographic characteristics, environmental value scales, pro-environmental behavior scale and environmental attitude scale. Based on the results of internal and external reaches, we use SPSS software to analyze statistics about the demographic variables of environmental value and pro-environmental behavior, as well as the mediation of environmental attitude.Through the investigation of environmental value and pro-environmental behavior among seaside crowd, we found that there is a positive relationship between environmental value and pro-environmental behavior, and this conclusion is consistent with the original assumption. But the directly affects is not significant. Environmental value including the ecological environment values, individualism values and social altruism values. There is a positive correlation between the various dimensions. And the dimensions of social altruism values and ecological values have a significant impact on pro-environmental behavior. Pro-environmental behavior has a positive correlation on its dimensions. Finally, we used the regression analysis testing the intermediary role of environmental attitude between the pro-environment behavior and environmental value.