An Study On Relationship Between Ecological Consciousness And Ecological Consumption Behavior Of Urban Residents In Zhejiang Province

As the global environmental problems,such as the booming population,the extravagant use of natural resources and the destruction of natural environment,the harm caused by it makes people around the world realize the importance of protecting the environment.Thus,the world begins to reflect on the excessive lifestyle of the past,taking efforts to seek cooperation and solutions.Ecological consumption life style emerged in response to demand in west countries by the middle of the 20 th century,and it was introduced to China at 1980 s.As an environment-friendly consumption pattern,ecological consumption pattern is advocated and implemented in more and more people.With the emergence of ecological consumption,researches on ecological consumption have been increasing in recent years.Domestic and foreign scholars adopted the validity-testifying model to analyze the green consumption’s influences and consumption decision-making mechanism from various perspectives,including single or multiple variables,such cognition,attitude,psychological variables,self-efficacy,perceived barriers,etc.However,studies of decision-making mechanism model are relatively fewer in China.And there are many inconsistencies in the argument about the relationships between ecological consciousness and behavior.By literature review,this paper builds a relationship model between the three components of ecological consciousness which includes the knowledge,emotion and ecological concerns,and the ecological consumption behavior.Assuming ecological consciousness,which includes knowledge,emotion and concerns have direct and positive effect on behavior respectively,the ecological consumption intention has the mediating effect in the ecological consciousness influence on the ecological consumption behavior,perceived behavior promotion has a positive moderating effect on the effect of ecological consumption intention on ecological consumption behavior,the perceived behavioral disorder has a negative moderating effect on the effect of ecological consumption intention on ecological consumption behavior.Breakthrough the research on the three stages of ecological consumption behavior(purchase,use and disposal).Ecological consumption behavior is divided into five dimensions: problem identification behavior,information search and evaluation behavior,purchase behavior,use and deal with behavior.In the stage of ecological consumption intention-ecological consumption behavior,we introduce perceptual behavior control as the manipulative variable.Breaking the previous qualitative view that a high degree of ecological consumption intention is more inclined to take ecological consumption behavior.The results show that ecological consciousness has a significantly positive impact on ecological consumption behavior;ecological knowledge and ecological concerns hasn’t positive impact on ecological consumption behavior;ecological emotion has a significantly positive impact on ecological consumption behavior;ecological consumption intention has the mediating effect on the effect of ecological consciousness on ecological consumption behavior,perceived behavior promotion has a positive moderating effect on the effect of ecological consumption intention on ecological consumption behavior,the perceived behavioral disorder has a negative moderating effect on the effect of ecological consumption intention on ecological consumption behavior.