An empirical test of consumers' resource-saving & environment-protecting behavior: Lessons from Hangzhou

Using factor analysis, cluster analysis, and discriminant analysis, this study was designed to measure city consumers' resource-saving & environment-protecting behavior (RSEPB), thus to provide some lessons for the design of our public policy related. Our study shows that consumers' RSEPB includes three main factors: purchase factor, use factor, and recycle factor. According to these three factors, we can divide consumers into four clusters: non-RSEP consumers, RSEP recyclers, RSEP users, and RSEP consumers. These four clusters differ in age, income, and occupation. These conclusions provide some implications for public policy related.