A STUDY ON THE INFLUENCE MECHANISM OF CONSUMER VALUES ON GREEN CONSUMPTION WILLINGNESS UNDER THE BACKGROUND OF CHINESE CULTURE

摘要

Facing the rapid development of society,China's market has attracted more and more attention from all over the world,at the same time,the disadvantages has also gradually emerged,such as environmental pollution.Encountering many severe challenges,these problems have been gradually improved with the support of Communist Party of China's policy and the promotion of citizens' awareness of environmental protection,and the concept of green consumption has emerged as the times require,leading a new consumption trend.The inheritance and dissemination of Chinese culture for thousands of years has determined position of Chinese civilization.The profound cultural heritage is rooted in the hearts of the people,affecting the consumption mode.Combined with the the background of Chinese culture and began with consumer values,this paper studied and analyzed the relevance of consumer values and green consumption willingness and put forward the countermeasure of consumer values and green consumption willingness based on the the background of Chinese culture from the perspective of inheriting traditional culture and carrying forward the concept of green consumption through the development of relevant scales,questionnaires and data analysis.,and therefore,it provided a theoretical reference for the development of green consumption in China.