“双碳”目标下多因素组合路径对低碳消费意愿的影响——基于fsQCA方法的研究

The Effect of Multi-factor Combination Path on Low-carbon Consumption Willingness under the"Dual Carbon"Goals:A Research Based on fsQCA Method

“双碳”目标下低碳消费问题备受关注,提升低碳消费是推动低碳经济发展的重要一环。基于“价值-信念-规范理论”,从归因视角出发,利用模糊集定性比较分析(fsQCA)方法进行组态分析,研究提升消费者低碳消费意愿的驱动路径。研究发现:认知因素、心理因素、主观规范因素和政策激励因素是增强消费者低碳消费意愿的4个核心条件,知觉行为控制因素是边缘条件,但每个因素均无法单独构成强低碳消费意愿的必要条件;三种条件配置构成强低碳消费意愿的驱动路径,“认知因素—主观规范因素—政策激励因素—知觉行为控制因素”“心理因素—主观规范因素—政策激励因素—知觉行为控制因素”和“心理因素—主观规范因素—政策激励因素—认知因素”;相比其他因素,主观规范因素和政策激励因素对增强消费者低碳消费意愿具有更重要的作用。

Under the"dual carbon"goals,low-carbon consumption has attracted much attention.Building low-carbon consumption is an important part of promoting the development of low-carbon economy.Based on the"Value-Belief-Norm Theory",from the perspective of attribution,the configuration analysis is conducted through the fsQCA method to study the driving path of improving consumers low-carbon consumption willingness.The findings are as follows:Cognitive factors,psychological factors,subjective normative factors,and policy incentives factors are the four core factors to enhance consumers low-carbon consumption willingness,and perceptual behavior control factors are boundary conditions,but none of the factors could constitute a necessary condition for strong low-carbon consumption willingness alone;Three kinds of conditions constitute the driving path of strong low carbon consumption willingness,"cognitive factors-subjective normative factors-policy incentive factors-perceptual behavior control","psychological factors-subjective normative factors-policy incentive factors-perceptual behavior control"and"psychological factors-subjective normative factors-policy incentive factors-cognitive factors";Moreover,compared to other factors,subjective normative factors and policy incentive factors play a more critical role in enhancing consumers willingness to engage in low-carbon consumption.