绿色消费对绿色发展具有重要意义。采用Richter量表法,从消费行为、消费者感知、外部因素和其他因素4个方面设计问卷,对我国华北、华东、华中、华南、西北、西南6个大区代表城市的1 000名居民进行了关于绿色消费的调查,获取数据;运用结构方程模型(SEM),通过广义最小二乘法(GLS)进行拟合修正,探究消费意愿、环保认知、经济因素对居民绿色消费行为的影响。研究表明:个体责任感、政策因素、产品信任对绿色购买态度有正向影响;经济因素、产品价格对绿色购买行为有负向影响。

Green consumption is of great value to green development.Richter Scale Method was adopted to investigate the green consumption of 1000 residents in representative cities of six major regions in north China,east China,central China,south China,northwest China and southwest China.Table data were obtained from four aspects of consumption behavior,consumer perception,external factors and other factors.On this basis,the structural equation model (SEM) was constructed,and the fitting was modified by the general least flat method (GLS) to explore the influence of consumption intention,environmental awareness and economic factors on residents' green consumption behavior.Research shows that individual responsibility,policy factors and product trust have positive effects on green purchasing attitude.Economic factors and product prices have negative effects on green purchasing behavior.