Abstract:

This paper empirically studies the influence of needs of the environmental improvements and environmental responsibility cognition on people's environmental behavior.The results show that the relation between the needs of the environmental improvements and people's environmental behavior is positive.Besides,this paper finds that two types of environmental responsibility cognition reduce the participate rate of people's environmental behavior:one is that people tend to put the responsibility for environmental governance on society organization such as government，enterprise , society groups,etc ,the other is that people believe that individuals have little positive externalities for environmental improvement.Finally,this paper finds that the influence of environmental demands on individual environmental behavior is affected by environmental responsibility cognition.This paper argues it is an important way to improve the social guidance and media publicity to enhance the personal environmental behavior.