“双碳”背景下高校学生绿色消费理念与行为研究

Research on Green Consumption Concept and Behavior of College Students under the Background of “Double Carbon”

“双碳”目标,事关中华民族永续发展和构建人类命运共同体的重大战略决策,充分彰显了我国言必信、行必果的大国担当。“双碳”倡导绿色、环保、低碳的生活方式,推动资源循环利用,提高资源利用效率,与各领域息息相关。同时,近些年大学毕业生数量不断攀升,在经过学校培养之后将走向社会的各个领域。因而本文以大学生为研究对象,首先从理论上分析提出四个假设:自我效能感假设、个人结果预期假设、参照群体假设、媒体宣传假设都对大学生绿色消费行为有一定的正向影响。然后主要以问卷调查的方式收集调查资料,运用SPSS软件进行数据处理,并运用相关分析、回归分析等统计手段进行分析,来检验假设的正确性,最后得出研究结论并提出相关建议以供参考。

The goal of “double carbon” is a major strategic decision concerning the sustainable development of the Chinese nation and the building of a community with a shared future for mankind, and fully demonstrates China’s responsibility as a major country to honor its words and fulfill its actions. “Double carbon” advocates a green, environmentally friendly and low-carbon lifestyle, promotes resource recycling, and improves resource utilization efficiency, which is closely related to all fields. At the same time, the number of college graduates has been rising in recent years, and they will enter various fields of society after being trained in schools. Therefore, this paper takes college students as the research object, and firstly puts forward four hypotheses from a theoretical analysis: self-efficacy hypothesis, personal outcome expectation hypothesis, reference group hypothesis and media publicity hypothesis all have certain positive effects on college students’ green consumption behavior. Then the survey data is collected by question-naire survey, data is processed by SPSS software, and statistical means such as correlation analysis and regression analysis are used for analysis to test the correctness of the hypothesis, and finally the research conclusion is drawn and relevant suggestions are put forward for reference.