School of Business，Jiangnan University
Based on 839 field survey data from Jiangsu Province and Anhui Province, combined with the theory of environmental literacy and the theory of action stage, this paper divides the behavioral intention into two stages: goal intention and execution intention, and analyzes the impact of environmental literacy on consumers' green consumption behavior by using structural equation model. The empirical results show that the four dimensions of environmental literacy, namely, environmental values, environmental responsibility, environmental problem perception and environmental behavior skills, all have an indirect impact on green consumption behavior through green consumption intention, which conforms to the impact mechanism of action stage theory. Among them, environmental values have a significant positive impact on green consumption behavior through green consumption execution intention; environmental responsibility and environmental behavior skills have a positive impact on green consumption behavior through green consumption goal intention and green consumption execution intention, and green consumption goal intention has a significant impact on green consumption execution intention; environmental problem perception has a positive impact on green consumption behavior The impact of green consumption behavior follows the path of "environmental awareness - green consumption goal intention - green consumption execution intention - green consumption behavior", and has a significant negative impact on green consumption behavior. Based on this, in order to further promote green consumption behavior, this paper puts forward corresponding policy recommendations from the government ，enterprises and consumers.