自我意识情绪视角下居民低碳消费意愿模型

Model of Residents'Low-carbon Consumption Intention from the Perspective of Self-consciousness Emotion

将自我意识情绪“内疚感”纳入低碳消费意愿模型,重点探讨哪些因素会促进居民对非低碳消费产生内疚感,以及如何有效利用内疚感增加居民的低碳消费意愿。结果表明:非低碳消费的内疚感正向影响居民的低碳消费意愿;居民对有关低碳消费的自我评价和其他评价会影响其低碳消费意愿,内疚感在该过程中起到部分中介作用;此外,非低碳消费的内疚感对低碳消费意愿的影响受到规范压力的调节作用。

This study includes the self-conscious emotion“guilt”in the low-carbon consumption intention model,and discusses which factors can promote guilt for non-low-carbon consumption and how to effectively use guilt to increase residents'low-carbon consumption intention.The results show that the guilt of non-low-carbon consumption has a positive impact on people's low-carbon consumption intention,people's self-evaluations and other evaluations of low-carbon consumption may affect their low-carbon consumption intention,which is partly mediated by guilt,the impact of guilt on low-carbon consumption intention is moderated by subjective norm.