Abstract: In traditional Chinese cultural values，the Taoist ecological ethics is the most outstanding.Whether Taoist value will promote the behavior of carbon emission reduction consumption in the background of developing low carbon economy is both a basic and a frontier topic of research. A value- attitude- behavior model was built based on the investigation data of 1， 579 consumers to examine the relationship，using partial least squares structural equation model by Smart PLS 2.0.，between Taoist value，attitude（guilt and pride），and carbon emission reduction consumption behavior （the promotion of low - carbon consumption and the inhibition of high-carbon consumption） . It is found that Taoist value plays a significant fundamental role in affecting people’s environment attitude and carbon reduction consumption behavior in the context of traditional Chinese culture. Specifically，Taoist value exerts an positive influence on guilt and pride；guilt can significantly promote high- carbon consumption while it has no significant impact on low- carbon consumption；pride can promote low-carbon consumption and inhibit high-carbon consumption. This study may provide theoretical reference to the policy- makers with respect to the promotion of citizens’carbon reduction consumption behavior.

Key words: Taoist value, environment attitude, low- carbon consumption behavior, high- carbon consumption behavior, mediating effect