Abstract:The implementation of green consumption depends on consumer’s converting their positive consumption intention into actual behavior. But in reality, this conversion rate is low. Based on grounded theory method,this paper explores deep reasons hindering consumers’ green consumption behaviour through analyzing focus group discussions and individual depth interviews .The result shows that limitations of consumer’s green mental awareness, plight of individual ability, risk perception, non-green social reference group norms, product attributes defects and limitations of situational factors hinder consumer’s green consumption behavior. The limitations of consumer’green mental awareness is the flooding factor; plight of individual ability, perceived behavioral risk are the internal scenario variables; non-green social reference group norms, product attribute defects and situational factors are external situational variables, but the mode of action from each factor is not the same.This paper finally constructs a conceptual model impeding green consumption behavior of consumers and explains the relevant factors in details.