基于感知价值视角的低碳消费意愿研究——以昆明市居民为例

Low Carbon Consumption Intention Based on Perceived Value Perspective——Take Kunming City Residents as an Example

低碳消费行为是低碳经济研究中的重要内容,现有研究多数基于消费者心理对消费行为和意愿进行研究。从感知价值视角出发,对昆明市居民进行问卷调查,通过因子分析和结构方程模型分析,验证了低碳消费感知价值包括生态价值、情感价值、社会价值和功能价值4个维度,其中除情感价值外,其余3个感知价值维度对低碳消费意愿具有正向的影响关系。并提出了未来的研究方向和实践意义。

Low carbon consumption behavior is an important content of low carbon economy research. The majority of existing research are conducted on consumer behavior and willingness based on consumers psychology. From the perspective of perceived value, a questionnaire survey is carried on Kunming city residents. Through factor analysis and structural equation model analysis, it is verified that low-carbon consumption perceived value including 4 dimension of ecological value, emotional value, social value and functional value, which besides the emotion value, the other 3 dimensions of perceived value will have positive impact on low carbon consumption intention. Future research direction and practical significance are proposed.