大学生绿色消费:意愿与对策——基于对长沙市高校大学生的调查

The Desire and Measures for Green Consumption of College Student ——A Survey Based on College Students in Changsha

绿色消费已经成为人们关注的焦点,大学生作为一个特殊的消费群体,其消费意愿备受企业和社会的关注。调查结果表明,大学生对绿色消费的涵义有较多的了解,具有一定的环保节能意识;他们绿色消费的目的是健康、环保,更多的是出于一种责任;他们能够意识到自己的消费行为会影响企业行为并形成社会扩散。因此,相关部门要关注和引导大学生的消费行为,要通过宣传教育强化大学生的绿色消费意愿,企业的经营决策需要迎合并引领绿色消费。

As special consumer group,Accompanied by Green consumption become hotspot,the College student is concerned for their consumer desire.They have some knowledge of green consumption and environmental awareness,they have three consumer aims： healthy,environmental protection and responsibility.All these are beneficial to the implementation of green consumption,so those are needful to improve green consumption desire,to meet with the consumer and to pay attention to consumer behavior.