There may be not direct path from the psychological selection by the customers to the green behavior owing to the complexity of the green consumption. The specific mode of action still needs being further researched. This paper will research the specific path and mechanism of customer’s green consumption based on VBN theory. Based on a survey of Chinese respondents, environment values bring indirect influence to green customer behavior through individual belief or subjective norm intermediately. However, there are different paths from value to behavior. One path is that egoistic value-subjective norm-green customer behavior while another path is that altruistic value-environment beliefs-subjective norm-green customer behavior which really fits into previous research of VBN theory.

• Qiaolian Cheng(Harbin Institute of Technology, China)
• Kexin Liu,(Harbin Institute of Technology, China)
• Ruijin Zhang(Harbin Institute of Technology, China)
• Guofeng Li(Harbin Institute of Technology, China)
• Jingjing Wang(Harbin Institute of Technology, China)