1摘 要二十世纪中期，西方国家出现了生态消费生活方式。在 80 年代，它逐渐蔓延到中国。近 20 年来，特别是近几年来，居民生态消费问题引起了业界和学术界的广泛关注。促进生态消费行为的关键是如何引导消费者，这就需要了解影响消费者行为的心理因素和影响因素之间的路径。然而，现有的研究在意向行为阶段存在空白。本研究采用实证研究的方法来探讨居民生态意识和健康意识，为生态消费弥补了理论界的不足，并希望能够为面向生态消费市场的企业营销管理提供一定的理论依据。文章通将生态消费行为三维度（购买、使用、处理）的研究，将生态消费行为分为生态消费的购买行为和使用行为两个维度进行研究。再将生态意识分为生态知识、生态责任和生态情感三个维度进行分析。通过问卷调查法收集相关数据，并用运用 spss17.0 软件进行数据分析，运用的方法主要包括信度分析、开相应的讨论，效度分析、相关分析与回归分析。根据分析的结果，本研究将展探讨生态意识、生态消费意向、及生态消费行为之间的关系，并对够促进居民生态消费行为的研究启示进行总结，其中生态知识、生态责任和生态情感正向影响生态消费行为及其各个维度。关键词：生态意识；生态消费；生态消费行为生态意识对生态消费行为的影响AbstractIn the middle of twentieth Century, the ecological consumption lifestyle came into being in the western countries. In 80s, it gradually spread to China. In recent 20 years, especially in recent years, the industry and academia pay much attention to the problem of resident's ecological consumption. The key to the promotion of ecological consumption behavior is how to guide consumers, which needs to understand the psychological factors affecting consumer behavior and the path of influence among the factors. However, the existing research has gaps in the intention behavior stage. This study uses empirical research methods to explore the relationship between rural residents' ecological awareness and health awareness and ecological consumption in order to make up for the lack of theoretical circles, and hope to provide some theoretic...
