ABSTRACT
In 1987, British scholars named John Elkington and Julia Hailes formally proposed the concept of green consumption in the book titled “Green Consumer Guide” and defined it as a kind of consumption that avoided goods in six categories [1]. After that, the connotation of green consumption was enriched; in 1994, the UNEP report “The Policy Factors of Sustainable Consumption” defined green consumption as “rendering services and related products to meet human needs of life, improving life quality, at the same time, diminishing the application amount of natural resources and poisonous materials, diminishing the waste and pollution in the whole life cycle, thereby non-threatening unborn needs.” In 2001, the UNEP explained green consumption again and considered that green consumption covered series of goals and means to meet the basic needs of life, to ensure the sustainable development of generations of mankind and to reduce environmental damage and human health hazards [2]. Although definitions vary, it is agreed that the core meaning of green consumption is the consumption model that is fundamentally characterized as being resource saving and environment friendly, based on the principle of fewer
resources and minimal negative impact on the environment, to meet normal, reasonable and moderate consumer demand.
