Abstract：

Green consumption is a way of consuming that focuses on minimizing environmental impact, using resources efficiently, and respecting consumer rights. Its goal is to reduce the negative effects on the environment and consumers as much as possible during the process of product purchase, use, and final disposal. Now, the consumption ability of Chinese residents keeps rising, and the consumption market is expanding rapidly. However, this process also comes with prominent environmental problems such as excessive resource consumption and worsening environmental pollution. The conflict between consumption growth and ecological protection is becoming more and more obvious. In this context, promoting sustainable socio-economic development and adjusting residents' traditional consumption patterns, especially guiding residents to actively practice green consumption behavior, have become key paths for China to relieve environmental pressure and achieve coordinated progress in ecological protection and economic development. Understanding and grasping the green consumption psychology and behavior of Chinese residents is of great significance for guiding residents to optimize their consumption behavior and promoting sustainable development. Based on the theory of green consumption behavior, this paper analyzes the motives and influencing factors of green consumption behavior among Chinese residents and proposes implementation paths to promote green consumption behavior.

Key Words：

green consumption; consumption behavior; motive; implementation path