Research On The Influencing Factors And Mechanism Of Residents’ Green Consumption Behavior Under The "Dual Carbon" Goal

With the rapid development of China’s social economy,greenhouse gas emissions such as carbon dioxide in the field of production and life continue to increase,resulting in increasingly obvious climate warming and increasingly serious problems of climate change.Climate change has become one of the biggest and most prominent environmental problems in China,and has begun to affect people’s lives and endanger people’s health.At the 75 th session of the United Nations General Assembly,the Chinese government put forward the "dual carbon" goal,which shows China’s determination to reduce carbon dioxide emissions,solve climate change problems and promote green development.Green consumption is an important part and powerful driving force for green development,and it is also the main means to reduce carbon dioxide emissions at the consumption end,which is of great significance for promoting high-quality economic development and achieving China’s carbon peak and carbon neutrality goals.Therefore,it is particularly important and significant to explore the influencing factors of green consumption behavior of Chinese residents and analyze the mechanism of each influencing factor on green consumption behavior.Based on planned behavior theory,value-belief-normative theory and attitude-behavior-situation theory,this paper adopts the structural equation model method,starts from the perspective of residents’ internal psychological factors and external intervention factors,and takes behavioral attitude,subjective norm and perceptual behavior control as mediating variables,constructs a model of influencing factors of residents’ green consumption behavior,analyzes the mechanism of each influencing factor on residents’ green consumption behavior,and explores the multiple mediating roles of behavioral attitude,subjective norm and perceived behavior control in different paths.and the moderating effect of gender on the model.Firstly,the relevant literature on the influencing factors and mechanisms of green consumption behavior is sorted out,the theoretical basis of green consumption behavior is summarized,and the research variables are selected and determined based on the literature review and theoretical basis,and the theoretical model of the influencing factors of residents’ green consumption behavior is constructed.Secondly,the questionnaire design ideas,especially the design ideas of the scale,were explained in detail,based on the predecessor maturity scale,the questionnaire was compiled according to the research needs,and the questionnaire was distributed and collected by random sampling to residents nationwide by relying on the professional questionnaire research website,and finally 600 valid questionnaires were recovered;Finally,SPSS 23.0 and AMOS 25.0 software are used to perform descriptive statistical analysis,reliability and validity analysis and correlation analysis of the sample data,on this basis,the structural equation model is constructed with the help of AMOS 25.0,the adaptability of the model is tested,the action path of the influencing factors of green consumption behavior is analyzed,the research hypothesis is verified,and based on the empirical research results,the research conclusions of this paper are summarized,and relevant countermeasures and suggestions to promote the green consumption behavior of Chinese residents are proposed.The main conclusions reached in this paper are:(1)ecological values,carbon labeling,personal carbon accounts,publicity and education have a significant positive impact on green consumption behavior,and price has a significant negative impact on green consumption behavior;(2)The mediating roles of behavioral attitudes,subjective norms,and perceptual behavior control in the action paths of different factors are different.Behavioural attitudes play a mediating role in the impact of ecological values,carbon labeling,individual carbon accounts,prices,and publicity and education on green consumption behavior.(3)subjective norms play a mediating role in the impact of ecological values and carbon labels on green consumption behavior;(4)Perceptual behavior control plays a partial mediating role in the impact of ecological values,carbon labels,personal carbon accounts and prices on green consumption behavior,and fully mediates the impact of altruistic values on green consumption behavior.Based on the above research conclusions,from the individual,government,enterprise and social levels,countermeasures and suggestions are put forward to promote residents’ green consumption behavior,in order to promote carbon emission reduction at the consumption end,so as to achieve the "dual carbon" goal.