低碳农产品消费行为:影响因素与组间差异

Low-carbon Agric Product Consumption Behavior: Influencing Factors and Differences Between Groups

厘清中国消费者低碳农产品消费行为的决定因素与差异,是引导消费者选择低碳消费,进而实现碳减排目标的基石。本文运用多元线性回归方法,分析消费者低碳农产品消费行为的决定因素,结果表明,"宣传教育"、"消费者认知"与"消费者偏好"三者显著影响中国消费者低碳农产品消费行为。进而本文运用独立样本T检验方法,比较不同类型消费者在低碳消费行为及行为决定因素各个维度的差异,结果表明,高端消费群体(高学历、高收入与高消费额群体)与低端消费群体(低学历、低收入与低消费额群体)在"消费偏好"、"消费者认知"以及"消费者行为"维度存在显著差异,且前者表现优于后者;男性消费者与女性消费者在"消费者认知"与"消费者行为"维度存在显著差异,且前者表现优于后者;青年消费者与中老年消费者在"宣传教育维度"存在显著差异,且后者表现优于前者。因此,本文建议加强对低碳农产品的宣传教育,提升消费者对低碳农产品的认知,进而引导消费者产生对低碳农产品的偏好;针对不同类型的消费者群体,制定差异化的策略来引导其低碳消费行为。

Figuring out influencing factors and differences of consumers＇ low-carbon agric product consumption behavior could be considered as the footing stone of leading low-carbon consumption behaviors and achieving carbon reduction goals. This paper analyzed the influencing factors of low-carbon agric product consumption behavior adopting multiple regression, which proves that ＂publicity and education＂, ＂consumer awareness＂ and ＂consumer preference＂ respectively have significant impacts on consumers＇ low-carbon agile product consumption behavior. Then this paper compared influencing factors and differences of low-carbon agric product consumption behavior among different types of consumers. It shows that there are statistically significant differences between high-end consumers （well-educated, well-paid and high-spending consumers ） and low-end consumers （less-educated, low-paid and low-spending consumers ） in terms of ＂consumer awareness＂, ＂consumer preference＂ and ＂consumer behavior＂, and the former performs better than the latter. In addition, male and female have significant differences in terms of ＂consumer awareness＂ and ＂consumer behavior＂, and the former performs better than the latter. Besides, the significant differences also can be found between younger consumers and older consumers in terms of ＂publicity and education＂, and the latter performs better than the former. Therefore, this paper suggests that it is necessary to strength the promotion of low-carbon agile products, add consumers＇ knowledge of low-carbon agric products, and guide consumers＇ preference of low-carbon agric products. Also, for different types of consumers, differential marketing strategies are required to lead consumers＇ low-carbon consumption behavior.