城市居民低碳购买行为模型研究——基于五个城市的调研数据

Model Research on Urban Residents’ Low-carbon Purchasing Behavior Base on the Survey Data in Five Cities

随着全球气候的变暖,低碳生活、低碳消费成为人们关注的热点。本文通过构建模型,从消费者的个人层面和文化层面研究了中国城市居民低碳购买行为的影响因素,结果表明,城市居民的个人因素(低碳认知、低碳情感)和文化因素(集体主义、天人合一)以低碳购买态度为中介,进而正向影响其低碳购买意向,但它们的影响程度存在差异,个人因素对低碳购买态度的影响要大于文化因素,在个人因素中,低碳情感的影响要大于低碳认知,在文化因素中,天人合一的影响要略高于集体主义;而在低碳购买态度到购买意向之间会受到居民对低碳产品信任程度的调节作用。

With global climate warming, low-carbon living and consumption become the focus of the public. In this paper, by building model the paper discussed the factors which affect the purchase of low-carbon products from the consumer＇ s individual level and cultural dimensions. The result shows that the individual factors （low-carbon cognition, low-carbon emotion） and cultural factors （collectivism, man-nature orientation） affect urban residents＇ low-carbon purchasing intention positively, as low-carbon purchasing attitude works as a mediator. But they differ in the extent of effect; the effect of individual factors is stronger than that of culture factors. In individual factors, the emotional impact of low-carbon is greater than that of low-carbon awareness. In cultural factors, the impact of man-nature orientation is slightly higher than that of collectivisms. And confidence mediates the influence of low-carbon attitude on low-carbon purchasing intention.