城市居民能源消费行为低碳化的心理动因——以江苏省徐州市为例

Empirical research on the psychological motivation factors of urban residents' low carbon oriented energy consumption behavior in Xuzhou City

为了更好地引导城市居民的能源消费行为向低碳化转变,促进中国节能减排目标的实现,本文以"计划行为理论"和"价值-信念-规范理论"为基础,建立了城市居民能源消费行为低碳化的心理动因理论模型,以江苏省徐州市的城市居民为调查对象,获得710份有效的城市居民调查问卷,运用结构方程模型,对理论模型进行了实证检验。研究结果显示:(1)城市居民的低碳行为意愿是导致其实施低碳化能源消费行为的最直接心理动因,对行为各维度的作用强度均较高,因此,要引导居民实施低碳化的能源行为,激发其低碳行为意愿是关键;(2)居民的主观规范、知觉行为控制、利他价值观通过影响低碳行为意愿而间接驱动行为,其中主观规范的作用最大,利他价值观的作用最小,生态价值观的作用则不显著;(3)居民的低碳意愿向低碳行为的转化过程,受能源价格感知和能效产品经济性的正向调节,并且更多地转化为购买型低碳行为,对习惯型节能行为的作用相对偏弱;(4)家庭收入、家庭规模、住宅产权和家庭类型对居民能源消费行为低碳化有显著影响。

In order to guide the energy consumption behavior of urban residents towards low carbon- orientation and promote the realization of China＇s energy conservation and emissions reduction targets,a theoretical model of the psychological motivation factors of urban residents was established. It was based on the classical Theory of Planned Behavior and the Theory Value Belief Norm. Urban residents from Xuzhou city,Jiangsu were selected as respondents because of this area＇s typical development and geography. 710 valid questionnaires were obtained via random sampling from different urban areas of Xuzhou and analyzed using a structural equation model（SEM）. In the meantime,the theoretical model was empirically tested. We found that a low-carbon behavioral intention is the antecedent variable for energy consumption behavior;the relationship between each dimension of behavior is strong,thus,inspiring urban residents＇ intention is the key to implementing low carbon- oriented energy conservation behavior. Subjective norms,perceived behavioral control and altruism values enhance the behavior in a direct and positive way,among them subjective norms are the most useful,environmental values effect is least useful,and biosphere has no influence. Under the positive modulatory role of perceived energy price and an energy efficient product economy,a low carbon behavioral intention transforms more into buying behavior,while the effect on habitual low carbon behavior is relatively weak. Urban residents＇ low carbon energy consumption behavior varies with different household income,household size,residence property rights and household structure.