近年来,我国经济高速发展,环境问题也越来越突出。改变消费者的消费方式,推动绿色消费已成为新常态下经济发展的新任务,推进生态文明建设的新要求。本文以计划行为理论为框架基础,构建了环境敏感度、绿色消费态度、绿色消费主观规范、绿色消费知觉控制与绿色消费意向的理论模型,并引入自我效能感作为调节变量,深入探讨消费者环境敏感度对绿色消费意向的影响过程,通过调研问卷收集数据,通过运用结构方程模型进行分析。研究结果表明,消费者环境敏感度其对绿色消费意向有显著的正向影响,其中绿色消费态度、绿色消费主观规范、绿色消费知觉控制对消费者环境敏感度与绿色消费意向的关系起到中介作用。自我效能感对消费者环境敏感度与绿色消费态度、绿色消费知觉控制的关系起到正向调节作用,而对消费者环境敏感度与绿色消费主观规范的关系调节作用并不显著。因此,政府和企业应针对消费者不同的环境敏感度采取相应的营销管理策略,从而提高消费者的绿色消费意向。 In recent years, with the rapid economic development in our country, the environmental problems have become increasingly prominent. Changing consumer consumption patterns and promoting green consumption have become a new task for economic development in the new normal and a new requirement for promoting the building of ecological civilization. Based on the theory of planned behavior, this paper constructs a theoretical model of environmental sensitivity, green consumption attitude, green consumption subjective norms, green consumer perception control and green consumer intentions, and introduces self-efficacy as a regulatory variable to further explore the consumer environment Sensitivity to green consumer intentions, collect data through questionnaires, and analyze by using structural equation model. The results show that consumer environmental sensitivity has a significant positive impact on green consumer intentions. Among them, green consumer attitudes, subjective norms of green consumption, green consumer perceived control play an intermediary role in the relationship between consumer environmental sensitivities and green consumer intentions effect. Self-efficacy has a positive effect on the relationship between consumer’s environmental sensitivity and green consumption attitude and green consumer’s perception control. However, the relationship between consumer’s environmental sensitivity and green consumption’s subjective norms is not significant. Therefore, governments and enterprises should adopt corresponding marketing management strategies according to different environmental sensitivities of consumers, so as to enhance consumers’ green consumption intentions.