Abstract: Under multiple modes of environmental governance and protection, promoting the public to adopt pro-environment behavior is an effective way to improve the efficiency of current environmental governance. Based on the spillover effect theory, this paper taking 839 consumer samples from Jiangsu and Anhui provinces as examples to explore the spillover effect of consumers' pro-environment purchasing behaviors on other pro-environment behaviors by using Propensity Score Matching (PSM). Then, the Ologit and CMA models was used to further explore the internal mechanism. The results show that authoritative conformity values, environmental attitudes and pro-environment purchasing cognition significantly affect consumers' pro-environment purchasing behavior. Pro-environment purchasing behavior has a positive spillover effect on social environmentalism and environmental media use behavior, but there is no significant spillover effect on item recycling behavior. Further internal mechanism analysis shows that environmental self-identity plays a mediating role in the positive spillover effect of pro-environment purchasing behavior.

Key words: pro-environment behavior, pro-environment buying behavior, spillover effect, PSM-Ologit model, CMA model