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.

Impacts of Relationship value on Loyalty of Online Group-Buying Customer in China With the development of e-commerce industry, online group-buying pattern has been one of the most popular online shopping patterns in China. Although the online group-buying platform has a large number of consumers, the consumer loyalty to specific online group-buying platform is low. For this phenomenon, scholars usually studied from the perspective of factors which influenced consumer behavior intentions. However, few studies focus on the component and measuring of relational benefits in the process of group-buying. Based on the perspective of consumers, this paper studied the relational benefits between consumers and online group-buying platform, and the perceived benefits of consumers who are in different relationship life cycle.This paper used SPSS to test the reliability and validity of data and carried some discussions about research model through factor analysis and regression analysis. The results indicated that relational benefits were significantly related to customer loyalty, that relationship quality and relationship life cycle was considered as mediator and moderator, respectively. Further, we made some management recommendations for operators in the online group-buying platform.