JOURNAL OF BEIJING UNIVERSITY OF AERONAUTICS AND A ›› 2019, Vol. 32 ›› Issue (3): 80-86.DOI: 10.13766/j.bhsk.1008-2204.2017.0063

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Study on Value Orientation of Green Consumption: Taking Purchase Intention of Environmental Lottery as an Example

ZHANG Rui1, CHEN Xi2, CAO Fangping2   

  1. 1. School of Economics and Management, China Agricultural University, Beijing 100083, China;
    2. School of Economics and Management, Beijing Forestry University, Beijing 100083, China
  • Received:2017-03-13 Online:2019-05-25 Published:2019-06-03


With the extensive growth of the global economy, the human's living environment has been faced with serious challenges. Many scholars began to focus on sustainable development and green consumption. Based on the theory of normative activation, and regarding the green consumption behavior as the environmental lottery intention, the study analyzed the relationship between environmental awareness, lottery cognition, consumption motive, consumption experience, personal norms and environmental lottery intention. It is found that environmental awareness, lottery cognition, consumer experience and personal norms had significant impacts on the consumers' willingness to buy environmental lottery. Therefore, the study suggested that the emphasis of green consumption should be shifted from the consumer benefits to the social value of consumption behavior, so as to enhance the consumers' willingness to green consumption.

Key words: green consumption, theory of normative activation, purchase intention of environmental lottery, consequence cognition, personal norms, consumer motivation, consumption experience, social value

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