低碳意识和低碳生活方式对低碳消费意愿的影响

The Influences of Low-Carbon Awareness and Low-Carbon Lifestyles on Consumers’ Low-Carbon Consumption Intention

低碳产品的购买行为是低碳消费的主要行为,对缓解碳排放、保护自然环境有着重要影响。文章研究了低碳意识和低碳生活方式对消费者购买意愿和推荐意愿的影响。研究显示:低碳认知、节约能源行为和处理废弃行为对购买意愿和推荐意愿有着显著的正向影响;碳危机意识表现出边缘显著影响;而低碳责任意识和低碳出行方式则未发现对购买意愿和推荐意愿有显著的影响。文章基于低碳意识和低碳生活方式将消费者分为低意识弱行为、高意识弱行为、低意识强行为和高意识强行为4类,为企业展开更具针对性的营销策略提供参考。

The purchase of low-carbon products is the main behavior of low-carbon consumption, which has an important impact on mitigating carbon emissions and protecting the natural environment. The article examines the impact of low-carbon awareness and low-carbon lifestyles on consumers' purchase intention and recommendation intention. The results show that low-carbon cognition, energy-saving behavior, and waste treatment behavior have significant positive impact on purchase intention and recommendation intention while carbon crisis awareness shows a marginal significant impact;however, lowcarbon responsibility awareness and low-carbon trip mode does not show significant impact on the purchase intention and recommendation intention. Based on low-carbon awareness and low-carbon lifestyle, this study divides consumers into four categories, which provides references for enterprises to develop more targeted marketing strategies.