Analysis on the Characteristics and Driving Factors of College Students' Green Consumption Behavior

Abstract

Green consumption can reduce environmental pressure and promote the sustainable development of society. College students have a certain guiding role for other social groups, and have an important impact and significance on the development of green consumption. In this study, the college students in Tai'an City were taken as examples. Through a questionnaire method, their awareness and behavior of green consumption was studied and their characteristics of green consumption were analyzed. The results showed that most of the respondents had a high level of green consumption awareness, but there were some which had deficiencies in green consumption behavior. There was a certain gap between behavior and awareness. 87.88% of the respondents believed that citizens are the main body responsible for promoting green consumption. Meanwhile, government should play a leading role in promoting green consumption and strengthening the construction of relevant facilities, so as to improve the public awareness of green consumption.