北京市大学生绿色消费行为特征研究

Green Consumption Behavior Characteristics of Beijing College Students

当前资源短缺、环境污染等问题较为严重,从生态、环保的角度出发,人们应该选择绿色、可持续的消费行为。绿色消费作为一种全新的消费方式,正在以一种崭新的道德观、人生观和价值观融入人们的生活。与普通民众相比,大学生具有更高的知识水平和接受新生事物的能力,因此对大学生绿色消费行为特征的研究尤为必要。通过对国内外大学生绿色消费行为特征问题相关研究成果的梳理,探究影响大学生绿色消费行为特征的主要因素,并据此设计问卷对北京市大学生的绿色消费行为特征进行实证调研,通过对调查结果的分析,发现当前大学生在进行绿色消费时存在以下典型特征问题:对绿色产品或者绿色消费概念欠了解、超前消费和过度消费现象突出、具有从众消费和攀比消费心理、社交消费支出逐渐增大等问题。针对存在的特征问题建议大学生从加强自我管理、养成理财习惯、抵制非绿色消费行为、引导绿色消费时尚等方面进行改进。

Because of the current serious shortage of resources,environmental pollution and other issues,green,sustainable consumption behavior should be chosen under the ecological environmental protection.As a new consumption patterns,green consumption is putting a new morality will,life and values into people's lives.Compared with the general population,college students have a higher level of knowledge and ability to accept new things,so green consumer behavior characteristics of college students study is particularly necessary.Through tidying up the studies,abroad and domestic,about college students' green consumer behaviors characteristics,the main factors influencing the college students of green consumer behavior characteristics were identified,and questionnaires about green consumer behavior characteristics to investigate college students in Beijing were designed.The empirical analysis of the survey results found that the college students less understand the concept of green products and green consumption,excessive consumption and over-consumption phenomenon prominent,with a herd of consumption and comparisons of consumer psychology,social consumer spending increases.Students should be given some recommendations,such as strengthening self-management,developing financial habits,resisting the non-green consumer behavior,and guiding green consumer fashion to improve the problems.