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解决环境污染问题的关键是控制污染物的产生,归根结底,生产是为消费服务的,人类活动创造了大部分的污染物,消费规模、消费方式、消费意识以及消费结构等等均与环境问题息息相关。大量研究已经证明诸多因素影响着绿色消费意识的形成和消费行为的发生,但影响程度及作用大小却呈现出明显的不确定性。基于大学生群体的认知数据表明,现阶段绿色消费意识已普遍存在。选取可支配收入、绿色消费意识及环境态度等指标变量的检验结果显示,各因素确实对绿色消费行为产生了影响,但解释力度比较有限,仅能达到15%左右。而造成绿色消费意向难以表现为绿色消费行为的原因主要是绿色产品及行为识别困难等因素导致的消费者感知行为控制较差所致。
Solve the problem of environmental pollution is to control the generation of pollutants, in the final analysis, production is for consumer services, human activities have created most of the pollutants, the scale of consumption, consumption patterns, consumer awareness and consumption structure are all related to environmental issues . Numerous studies have proved that many factors affect the formation of green consumer awareness and consumer behavior, but the degree of influence and the size of the role has shown obvious uncertainty. Cognitive data based on college students show that the current awareness of green consumption has been widespread. The test results of indicators such as disposable income, green consumer awareness and environmental attitudes show that each factor does have an impact on green consumer behavior, but the explanatory power is limited and can only reach about 15%. However, the reason that the green consumer’s intention is difficult to be manifested as green consumer behavior is mainly due to the poor control of consumer perception caused by such factors as the green product and the difficulty of identifying the behavior.