Research on the Impact of The Construction of Ecological Civilization Demonstration Zones on Public Green Behavior

Abstract

 From emphasizing environmental protection to the theory of ecological civilization construction, and then to the pilot project of ecological civilization demonstration zones, it marks the gradual transition of China's ecological civilization construction from theoretical construction to practical exploration, and opens up a new realm of "green mountains and clear waters are as valuable as gold and silver". This article explores the impact of the construction of ecological civilization demonstration zones on public green behavior based on 318 micro survey data. The results indicate that: (1) The benchmark regression results show that the establishment of ecological civilization demonstration zones improves environmental quality and helps promote the implementation of green behavior by the public. Social norms in the process of building ecological civilization will constrain the public's practice of green behavior. (2) The mediating effect indicates that the environmental quality and social norms after the establishment of the ecological civilization demonstration zone will enhance the public's sense of identity, thereby promoting the implementation of its green behavior.