认知度对可持续消费行为作用的微观解读--以宝鸡文理学院为例

可持续消费是时下提高人们生活质量的有效消费方式，随着消费需求的不断增加，可持续消费符合我国可持续发展观中追求生态、绿色、适度的消费理念。当代大学生是一个特殊消费群体，在消费心理和行为特点上对社会群体的消费价值观产生一定的意义。为了进一步研究大学生可持续消费的认知度对可持续消费行为的作用，以宝鸡文理学院为例，运用第一手调查资料分析了该校大学生对可可持续消费认知的来源、持续消费的认知度、可持续消费的现状及问题，提出了指导大学生可持续消费的建议。旨在倡导大学生应注重提高消费素养，自觉选择可持续消费，而家庭、社会尤其是高校教育的合力是解决问题的根本。

Micro Explanation of Recognition on the Drive of Sustainable Consumer Behavior---Take the Case of Baoji University of Arts and Sciences as an example

Sustainable consumption is considered as an effective consumption to improve the quality of life ,compliance with the ecological ,organic and moderate consumption concept of sustain‐able development of Chinese ,with the increasing of consumer demand .College Students are a special consumer group ,the consumer psychology and behavior of College Students ,w hich have significant influence on consumer values of social groups .In order to further study the college students'cognitive on the influence of sustainable consumption behavior , through inventory analysis , the cognitive sources of sustainable consumption ,awareness ,current situation and issues of sustainable consump‐tion were illustrated by the example of Baoji University Arts and Science ,and suggest ways to deal with the problem .The aim is to promote consumer literacy of college students and sustainable con‐sumption should be consciously chosen ,and the cooperation of family ,society ,especially university education is the best way to solve the problem .