Exploring Attitude-Behavior Gap in Sustainable Consumption:Based on Regulatory Focus Theory

With the development of environment education,consumers take the positive attitude on sustainable consumption while there is still a huge gap between attitude and actual consumer behavior.Regulatory focus theory is used in the fields of sustainable consumption to explore the internal mechanism of the attitude – behavior gap on sustainable consumption.The conslusion is that individual with difference regulatory focus orientation has different attitude behavior gap and deals with cognitive dissonance differently.So,different persuasion mode,information with different content,different frame,and different format should be applied on them respectively.