大学生绿色消费认知、态度、意愿以及行为的调查分析——以北京地区大学生为例

摘要

This paper took 200 college students in Beijing as the research sample, and investigated the present status of college students＇ green consumption behavior. The survey included green consumption cognitive, green consumption attitude, green consumption intention, and green consumption behavior. The results show that college students have a certain degree cognition of the green consumption, and their consumption attitude is not clear and unstable. College students＇ green consumption intention and behavior level are relatively low, and most of them are the light green consumers. According to these characteristics, this paper put forward some suggestions for college students, universities, enterprises and the governments so as to promote college stu- dents＇ green consumption behavior.%本文以北京地区的200名大学生为样本，从绿色消费认知、绿色消费态度、绿色消费意向以及绿色消费行为4个方面，调查大学生绿色消费行为的现状。分析发现，大学生对绿色消费有一定的认知，但不够全面和深入；大学生绿色消费态度尚不明确，存在不稳定性；大学生绿色消费意愿水平较低；大学生的绿色消费行为水平较低，大部分为浅色绿色消费者。对此，本文分别对大学生、高校、企业以及政府提出建议，旨在促进大学生的绿色消费行为。