Environmental Values,Green Consumption Cognition And Green Consumption Behavior

In recent years,China's economic development has achieved remarkable achievements.The strength of the national economy has been continuously enhanced.However,the environmental pollution problems brought about by economic development have become increasingly serious.Water pollution,air pollution,and food pollution are emerging.Serious environmental problems aroused consumers' awareness of environmental protection,abundant material resources in the process of consumption makes people bear more social responsibility.The government put forward the concept of ecological civilization,and vigorously promote green development,development cycle and low carbon development.It is in this kind of background that the concept of green consumption came into being.Environmental values are people's value judgments on the natural environment and the human environment.Establishing correct environmental values can effectively reduce the negative impact of their own actions on the natural environment.Therefore,the urban residents were selected to be the research object,it was of great practical significance to explore the relationship between environmental values,green consumption cognition and green consumption behavior.In this paper,green consumption cognition is used as an intermediary variable and classify green consumption behavior in details,which had certain innovation.At the same time,policy recommendations based on research conclusions provided a reference for governments and businesses to guide consumers to achieve a greener life.Based on 260 questionnaire survey data,the impact of environmental values on green consumer behavior and the intermediary role of green consumption behavior had been discussed,taking the theory of planned behavior,value-belief-norm theory and responsible environmental behavior theory as the theoretical basis and the urban residents as the research object.Firstly,based on the literature review,the hypotheses that the relationship between environmental values and green consumption cognition may affect the green consumption behavior were proposed.Secondly,it used the sample data of the survey to conduct descriptive statistical analysis and regression analysis on the greenconsumption behavior of consumers.Finally,this paper further analyzed the mediating effects of different dimensions of green consumption cognition on environmental values and green consumer behavior,and proposed reasonable suggestions based on the main research conclusions.The results of this study showed that:(1)The green consumption behavior of urban residents in China was relatively good.The items which describe consumers' behaviors in the green diet and green travel had higher scores,and the scores in green clothing consumption behaviors were general,the scores in green living consumption behaviors distinguished from items;(2)Among demographic variables,age,education level,personal monthly disposable income,and family monthly consumption had significant positive effects on green residential consumption behavior;marriage and age had significant negative effects on green travel consumer behavior.While the number of minors at home had a significant positive impact on green travel consumption behavior;gender and household monthly consumption had significant positive effects on green clothing consumption behavior;demographic variables had no significant effect on green eating consumption behavior;(3)Each dimension of environmental values had an impact on green residential consumption behaviors,and the order of impact from big to small is:self-interested values,ecological values,and social altruism;only eco-values in environmental values had a significant positive impact on green consumer behavior.Environmental values have no significant effect on green clothing consumption and green food consumption behaviour;(4)In the green consumption cognition,only the awareness of environmental issues and the awareness of green consumption have a partial mediating role between environmental values and green residential consumer behavior.Green consumption knowledge did not have an intermediary role between environmental values and green residential consumer behavior.Based on the research conclusions,this article draws the following policy recommendations: consumers should strengthen environmental awareness education,cultivate social altruism and ecological values;the government needs to support green production companies to reduce green consumption costs and risks;enterprises should actively build high-quality green brands and develop marketing strategies based ondifferent consumer groups.