农村居民低碳产品消费行为影响因素研究——消费意愿的中介作用

目前,规范农村居民低碳产品消费行为是实现中国节能减排目标的重要途径,是推进农村可持续发展以及生态文明建设的重要保障。本文基于372个普通农村居民样本,实证分析了农村居民低碳产品购买行为的影响因素。研究结果表明,环境认知、环境情景及环境信念是农村居民低碳产品购买行为的主要影响因素,且购买意愿在农村居民低碳产品购买行为影响因素模型中起着中介作用。在此基础上,提出政府相关部门应该通过积极的宣传以促使农村居民树立正确的低碳消费价值观,并制定相应的低碳消费政策,以提升农村居民的低碳产品消费行为。

Regulating low carbon product consumption behavior of rural residents is an important way to achieve the goal of energy conservation and a key guarantee for sustainable rural development. Based on the sample of 372 rural residents, this paper analyzes the influence factors of rural residents＂ low-carbon products through empirical study. The results show that environ- mental cognition, environmental situation and environmental faith are the main influence factors of rural residents＂ purchasing behaviors of low-carbon products, and product purchasing intention plays a high degree of intermediary role in low carbon product consumption model. At last, this oaoer outs forward the imolementation of oolicv measures according to the results.