“双碳”政策感知对居民绿色消费意愿的影响研究——基于绿色信任的中介作用

The Impact of“Carbon Peak and Carbon Neutrality”Policy Perception on Residents’Green Consumption Intentions--The Mediating Role of Green Trust

“双碳”政策感知是指对“双碳”目标的相关政策、指导、意见等的感知、了解与解释的能力。本文在理论分析的基础上,提出了“双碳”政策感知、绿色信任和绿色消费意愿之间的理论模型,并收集了210份样本,利用结构方程模型构建了“双碳”政策感知、绿色信任和绿色消费意愿的全模型结构。研究表明,“双碳”政策感知、绿色信任分别对绿色消费意愿有显著的正向影响;绿色信任在“双碳”政策感知和绿色消费意愿间存在部分中介作用。基于此,本文从政府、企业和个人三个层面提出相关管理对策,以期提升居民的绿色消费水平。

“Carbon peak and carbon neutrality”policy perception refers to the ability to perceive,understand and interpret policies,guidelines and ideas related to“carbon peak and carbon neutrality”goals.Based on the theoretical analysis,this paper proposes a theoretical model of“carbon peak and carbon neutrality”policy perception,green trust and green consumption intentions,and collects 210 samples to construct a full model structure of the“carbon peak and carbon neutrality”policy perception,green trust and green consumption intentions with the use of structural equation modeling.The study shows that“carbon peak and carbon neutrality”policy perception and green trust have significant positive effects on green consumption intentions;green trust has a partial mediating effect on“carbon peak and carbon neutrality”policy perception and green consumption intentions.Based on this,this paper proposes relevant management countermeasures at three levels,the government,enterprises and individuals,to improve the level of green consumption of residents.