绿色消费已经成为当今时代潮流,研究绿色消费者心理与行为特征,不仅有利于环境保护活动的开展,更是企业实现可持续发展的根本需要,它对消费者的身心健康颇有益处,还能让消费者的消费方式变得更加健康、更加合理。本文对绿色消费者心理特征进行了分析,阐述了绿色消费者的心理过程,包括绿色需要、清新简约心理和引致效应。然后从消费者对绿色消费的认知过程、情感过程、意志过程这三个方面对绿色消费者行为特征进行了分析。 Green consumption has become the current trend of the times. Studying the characteristics of green consumer psychology and behavior is not only conducive to the development of environmental protection activities, but also the fundamental need of enterprises to achieve sustainable development. It is beneficial to the physical and mental health of consumers, Let consumers become more healthy way of spending, more reasonable. This paper analyzes the psychological characteristics of green consumers and expounds the psychological process of green consumers, including green needs, fresh and simple psychology and induced effects. Then the author analyzes the characteristics of green consumers from three aspects: the cognitive process of green consumption, the emotional process and the will process.