基于多元Logistic模型的农村居民节能管理动机—行为缺口研究

Motivation-behavior gap in rural residents’energy-saving management behavior based on multivariate Logistic model

从动机和行为的二维角度,提出了一个包含3种颜色(绿色、灰色和红色)的4种节能管理行为(绿色节能管理行为、红色节能管理行为、强迫灰色和敏感灰色节能管理行为)理论模型。基于江西省602个农村居民的调查数据,采用多元logistic回归方法,从动机、情景因素和人口统计特征方面研究其对不同类型节能管理行为的影响。研究表明:绿色环境动机是农村居民实施绿色节能管理行为的必要条件,但不是充分条件;灰色节能管理行为存在动机—行为缺口。研究还发现,节能产品价格、节能宣传政策效度、节能引导政策认知、节能政策宣传力度、节能知识宣传效果、用能信息获取难易程度对不同类型节能管理行为的影响存在显著差异。

From the two-dimensional perspective of motivation and behavior,this paper proposes a theoretical model with three colors(green,grey,red)and four types of energy-saving management behavior:green,red,forced grey,and susceptible grey energy-saving management.Based on the survey data of 602 rural residents in Jiangxi Province,the multinomial logistic regression was used to evaluate the effects of different types of energy-saving management behaviors in terms of motivations,situational factors,and demographic characteristics.The results show that the green environmental motivation is a necessary but not sufficient condition for ensuring stable green energy-saving management behavior.The motivation-behavior gap indeed exists in grey energy-saving management behavior.In addition,the effects of the price of energy-saving products,the validity of energy-saving publicity policy,the cognition of energy-saving guidance policy,the publicity intensity of energy-saving policy,the publicity effect of energy-saving knowledge and the difficulty of obtaining energy-using information show significant differences among different types of energy-saving management behavior.