科研之友
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摘要
We examined the influence of Chinese traditional cultural, psychological, and sociological factors on the proenvironmental consumption behavior (PCB) of Chinese rural residents. The results show that Chinese traditional culture (man-nature orientation and collectivism), personal attitudes (environmental cognition and environmental affect), and reference groups had a significant positive influence on proenvironmental consumption intention, which, in turn, increased PCB. Theoretical and practical implications of the findings are discussed.
