This study is designed to explore the path and mechanism of consumer’s psychological factors to their ecologically conscious behaviors (ECB). Our study shows that, ① affection toward resource and environment problem and social consciousness of responsibility have direct effects upon consumer’s behavior;② perception of resource and environment problem has indirect effects upon consumer’s behavior; ③ knowledge on resource and environment and individual consumption concept have both direct and indirect effects upon consumer’s behavior. What’s more, such demographic factors as gender, age, education level and income have moderating effects on the paths above. These conclusions provide some implications for social marketing strategy.