基于消费者行为模型的农村居民环境保护意愿分析

针对农村居民基于消费者行为的环境保护意识构建经济模型，将居民消费品分为环境关联物品和非环境关联物品两类，又从环境关联物品中分离出环境友好型商品和环境负效应商品，对这两种消费品抽象出某种效用层次下两种类型商品的组合，通过规范式分析方法，判断农村居民环境保护意愿的影响因素和规律。结论显示，农村居民环境保护意愿的不断提高，需要绿色消费品相对价格的降低；通过加大宣传教育，使他们的环保意愿与行为选择达到对农村自然环境保护更为理想的状况。

Analyzing Rural Residents Environmental Protection Willingness by Consumer Behavior Model

Build an economic model based on consumer behavior model to analysis the environmental protection willingness of rural residents. First of all, divide the consumer goods into environment related goods and non-environment related goods. Secondly, separate environment- friendly goods and negative-effect environment goods from the environment related goods. Thirdly, abstract a certain utility level with combination of two types of goods. Use this model to explain and find the influencing factors and rules. Improving the environmental protection willingness of rural residents, needs to reduce the relative price of environment-friendly goods, and through publicity and promoting environmental protection awareness of the public to achieve more ideal situation for rural environmental protection.