Abstract: In the study of Pro-environmental Behavior, the influence of rational cognitive factors has been dominant for a long time. The study used the Ecological Emotion Involvement Questionnaire and took the new energy electric vehicle purchase as an example. Using the Ecological Emotion Involvement Questionnaire, the New Ecological Paradigm Scale, Self-making of Cognitive Benefits Questionnaire, Positive and Negative Emotions Questionnaire and New Energy Electric Vehicle Purchase Intention. Using the whole group sampling method to survey the new energy automobile owners of automobile forums, QQ groups, WeChat groups, the purpose of the study is to explore the effects of rational factors (including environmental concern, cognitive benefits, etc.) and emotional factors (including positive emotions and negative emotions, etc.) on Pro-environmental behavior and to establish an integrated model of pro-environmental behavior. The results show that the rational integration model of emotion and ration on pro-environmental behavior includes five factors: ecological emotion involvement, environmental concern, cognitive benefits, positive emotion and purchase intention, which constitutes the three paths of the model. The five factors constitute three paths that affect pro-environmental behavior: “ecological emotion Involvement-rational cognition-behavior” path, “ecological emotion Involvement-positive/negative emotion-behavior” path and “ecological emotion Involvement-rational cognition-positive/negative emotion-behavior “path.”

Key words: Pro-environmental Behavior, Environmental Concern, Cognitive Benefits, Positive Emotion, Negative Emotion, Ecological Emotion Involvement