Abstract: Based on the perspective of urban-rural differences, this paper uses the ordered logit model and uses the data of CGSS2010 to empirically analyze the impact of consumption values on green consumer behavior. The results show that the green consumption behavior of urban and rural residents in China has great differences, the green consumption behavior level of urban residents is significantly higher than that of rural residents; the consumption value has certain influence on the difference of green consumption behavior between urban and rural residents, the difference between urban and rural consumption values has led to the difference between urban and rural green consumption behavior,to a certain degree.