Based on the status quo of sustainable consumption and behavior theory,this paper integrates the main influencing factors,empirically analyzes the relationship and strength of related variables in sustainable consumption behavior,and constructs a theoretical model.This paper analyzes the questionnaire data of 464 consumers,and uses structural equation model to test the influence of sustainable consumption value,personal norms and self-identity based on the theory of planned behavior and values-belief-norm theory on sustainable consumption intention and behavior.The results show that sustainable consumption value,personal norms and self-identity significantly affect sustainable consumption intention and behavior,and the influence intensity is arranged from high to low.According to the research results,this paper puts forward some countermeasures which can cultivate the concept of sustainable consumption,stimulate consumers'moral respon-sibility and enhance the sense of community groups of sustainable consumption.
关键词
可持续消费/计划行为理论/价值观-信念-规范理论/结构方程模型
Key words
sustainable consumption/theory of planned behavior/values-belief-norm theory/structural equation model
万方数据