Vol.3 No.4 (November 2013)
A Study on the Attitude and Behavior of Green Consumption of Residents in City and Countryside
This study focuses on the behavior of residents in city and country. The effects of different background variables, personal independent character and egoistic morality on green consumption attitude and behavior are also discussed. 350 questionnaires were sent to each zone and 625 usable questionnaires were returned. 625 usable questionnaires a number of findings: First, the overall green consumption attitude of residents in city and countryside was positive. Among background variables, sex, age, level of education and professions were significantly different from green consumption attitude; monthly income and living areas weren’t. Second, the overall green consumption attitude of residents in city and countryside was positive, except “Reuse” scored lower. Among background variables, sex, age and professions were significantly different from green consumption attitude; income, level of education and living areas weren’t. Third, green consumption attitude and green consumer behavior showed positive correlation. Fourth, the lower personal independent character that the residents showed, the more positive green consumption attitude and green consumer behavior they showed. Fifth, the lower personal egoistic morality that the residents showed, the more positive green consumption attitude and green consumer behavior they showed.
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