Abstract: Taoist culture is outstanding among three Chinese traditional cultures, which are Confucianism, Taoism, and Buddhism, when it comes to ecological ethics. Based on the research data of 685 Hangzhou residents' domestic water conservation behavior, covariance-based structural equation model was created by AMOS 22.0. Domestic water conservation was analyzed through recognition and affection simultaneously in consideration of Taoist culture's ecological perspective. It is found that: Taoist value has almost equal impacts on water conservation attitude, positive affection and negative affection; positive affection, negative affection, water conservation attitude, subjective norm and perceived behavioral control can promote domestic water conservation behavior intention, furthermore, positive affection has the maximum impact while subjective norm and negative affection both have the minimum impact. In an addition, water conservation attitude, positive affection and negative affection can mediate the effect of Taoist value on water conservation behavior intention. Research conclusion confirm that non-price factors (i.e. Chinese traditional culture value, attitude and affection) can significantly drive residents' water conservation behavior, it provides, to some extent, theoretical reference to water conservation promotion.