Research On Model And Empirical Analysis Of Factors Influencing Low-carbon Consumption Behavior Of Urban Residents

With the continuous deterioration of the air quality conditions and the frequentemergence of extreme weather, people have to consider the consequences of thegreenhouse effect caused by carbon emissions while enjoying the convenience andcomfort of modern life. The main method of solving the climate problem is changingthe traditional high-carbon model of economic development and seeking a low-carboneconomy development path. And advocating low-carbon consumption is an importantlink in the development of low-carbon economy. The city gathers most of the populationand the economy, its carbon emissions account for more than70%of the total globalcarbon emissions. Why some people are unable or unwilling to implement low-carbonconsumption behavior? What are the deep-seated factors affect urban residents inlow-carbon consumption behavior and what is their impact path? This paper is a studyto address these issues.The low-carbon consumption behavior of urban residents in Shandong Province isthe object of this study. This study established an integrated model of low-carbonconsumption behavior of urban residents in Shandong Province from socialpsychology， ganizational behavior and statistics multidisciplinary perspective,considering individual characteristics factors, the social learning factors and habitsfactors. A large number of surveys carried out in different cities in Shandong Province.Using standardized empirical research methods to verify the role of the major factors ofthe impact of low-carbon consumption behavior of urban residents’ mechanism and path.The empirical results show that the three individual characteristics as the knowledge oflow-carbon consumption, low-carbon sense of responsibility and herd mentality are thepositive factors to the wishes of the low-carbon consumption. The social learningfactors of self-efficacy, role model image of benchmarking and social atmosphere alsohave a significant positive impact to the wishes of the low-carbon consumption. Thehabit factors of low carbon implementations’ cost is an important factor for low-carbonconsumption behavior. The study finally confirms the wish of the low-carbonconsumption has a positive impact to low-carbon consumption behavior.In the last part of this study, there are some suggestions and specific measures topromote low-carbon consumption of urban residents in Shandong Province from consumers, businesses and government according to the results of empirical researchand the actual situation in Shandong Province.