Empirical Analysis of Structural Equation on Pro-Environmental Behaviors

Abstract

This paper intends to reveal that materialism is how to influence the pro-environmental behavior in materialism, environmental beliefs and environmental concerns. A person who has materialistic tendency, his behavior is extremely harmful to the ecological environment. But environmental beliefs and environmental concerns are helpful to formation of the environment friendly behavior. The pro-environmental behaviors are classified into two kinds: one is cycle and substitution, which is the goods or services with low material and recyclable material for consumer choice; the other is to directly reduce material consumption or frugal consumption, which means reducing the consumption of non-necessities. With the help of establishing structural equation model of pro-environmental behavior and its influence factors, the relationship between factors and behavior is tested. The conclusions are as follows: Materialism impact on environmental beliefs and environmental concerns were significant negative; environmental beliefs on environmental concerns were significant positive; environmental concerns on the cycle and alternative behaviors were significant positive, but environmental concerns on frugal behaviors did not have a significant positive. As negative effects of the materialistic values and norms, the formation of Pro-environmental behaviors is difficult.