Abstract: “Building Beautiful China” is an important part of the Thought on Socialism with Chinese Characteristics for a New Era and the Basic Policy, and it requires every citizen to take conscious action to promote the consumption mode to green consumption. The green consumption characterized by resource conservation and environmental protection is a realistic requirement for accelerating the reform of ecological civilization system and building Beautiful China. Self-concept is an important factor influencing individual psychological perception and behavior decision-making. This study constructs a theoretical model based on environmental attitude as mediator variable and perceived effectiveness as moderator variable to analyze the influence mechanism of consumers′ self-concept on green purchase behavior. Through the sample survey and empirical analysis, it is found that the independent self-concept has a negative impact on environmental attitude, interdependent self-concept and metapersonal self-concept have a positive impact on environmental attitude; interdependent self-concept not only directly affect green purchase intention, but also affect green purchase intention through the mediating role of environmental attitude; environmental attitude has a positive impact on green purchase intention,and perceived effectiveness positively moderates the relationship between environmental attitude and green purchase intention. Therefore, forming a strong and stable environmental attitude and enhancing the perceived effectiveness of their behavior to form a sustainable green purchasing behavior model by cultivating and guiding consumers′ ecological self-motivation is an effective way to promote the construction of Beautiful China culture and institution.

Key words: Beautiful China, self-concept, environmental attitude, perceived effectiveness, green purchase behavior