低碳消费行为影响因素与作用路径的实证研究

An Empirical Study on the Factors and Their Impact Path Affecting Low-carbon Consumption Behavior

低碳消费是低碳经济的重要组成部分。本研究构建了低碳产品消费行为影响因素的概念模型,并通过实证研究,验证低碳信念、功能性价值认知显著影响消费者对低碳家电的态度与购买意图,以及消费者对于低碳家电的态度积极影响其购买意图。同时,本文进一步探讨了低碳信念、功能性价值认知对低碳家电购买意图的作用路径,发现消费者对于低碳产品的态度在其中发挥着中介作用。文章还提出了实证研究结果对于促进低碳产品市场推广的营销和政策启示等。

Low-carbon consumption is one of the important components of low-carbon economy.This study developed a conceptual model for studying the factors affecting the low-carbon product consumption behavior.Questionnaire survey and empirical testing were also used to investigate the relationship of the variables in the model.The results showed that low-carbon belief and functional value perception positively affected consumers attitude and purchase intention towards low-carbon appliances,consumers attitude in turn positively and significantly affected their purchase intention of such product.Also,this paper tested the impact path between low-carbon belief and functional value perception and purchase intention towards low-carbon appliances,the result showed that consumers attitude mediated the effect of low-carbon belief and functional value perception on their purchase intention.We also proposed some marketing implications for the market development of low carbon products based on our empirical testing results.