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

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.