随着宣传和教育的不断深入,消费者对于可持续问题的正向态度和个体实际消费行为存在着巨大的差异。为此,基于消费者的视角探讨政策、消费者效能、信息因素、人际交往因素与营销因素五个方面分析了造成“态度行为”差异的原因。在分析中,指出只有培育可持续消费的文化,通过政策促进企业实施可持续生产提供合适的产品,让消费者感到自己的行为是有效的,由此才能减少“态度行为”差异。 With the deepening of publicity and education, there is a huge difference between consumers’ positive attitudes toward sustainable issues and individual actual consumption behavior. To this end, the paper analyzes the causes of the discrepancy between “attitude and behavior ” based on the perspectives of consumers, including policies, consumer efficacy, information factors, interpersonal interaction and marketing factors. In the analysis, it is pointed out that only by cultivating a culture of sustainable consumption, through policies to promote enterprises to implement sustainable production to provide appropriate products so that consumers feel their behavior is effective, can we reduce the differences in attitude and behavior.