Study on the Formation Mechanism of Urban Environmental Behavior: Investigation from Shandong Province

The formation of urban environmental behavior is affected by environmental sensitivity, environmental knowledge and values, these factors influent behavior intent through subjective norms and attitudes. The survey from urban residents in Shandong province shows that environmental knowledge is the most important pre-variables which can affect both environmental sensitivity and attitudes. Environmental sensitivity affects behavior intention by external pressure, internal attitudes and perceived behavior control. Environmental values can affect urban residents´ attitude directly. Therefore, to inspire urban environmental behavior should base on environmental knowledge and sensitivity for the purpose of producing environmental behavior in the whole society.