Research On The Influence Of Consumer’s Self-Construction To Low-carbon Consumption Decision

At present, the theory closely related with the self-construction theory has been thehotspot of the research which mainly focuses on the people’s daily behavior, especially theconsumers’ decisions. In recent years, low-carbon economy influences people’s way of lifeand low-carbon consumption becomes more popular in our daily life. Based on theconsumer personality traits, the paper discuss the influence on the decision-making oflow-carbon consumption when people’s self-construction matches their read-information.Besides, the relationship between idiosyncratic self-construction and situationalself-construction has been researched for the first time.According to the self-construction theory, this paper uses IISS scale developed by Lu(2007) to test the type of idiosyncratic self-construction. Guiding language were used toarouse situational self-construction. The affect of self-construction on low carbonconsumption decisions was discussed using experimental method. Gain the mainconclusions below: when idiosyncratic self-construction matches the information, it bringssignificant effects to the behavior-evaluation, emotional experience and motivationintensity of the customs’ low carbon consumption. However, when situationalself-construction matches the information, the effects of emotional experience are notsignificant. when idiosyncratic self-construction and situational self-construction areagreed and they match the information, the influence of customs’ low-carbon consumptiondecision-making is much more remarkable.The innovation of this paper includes the following three points: the first one is leadthe concept of psychology self-construction into consumer behavior, expanded the studyarea of self-construction. And the influence factors of low carbon consumptiondecision-making are studied more profound. The second one is classly the low carboninformation into promotion-focused low carbon information and prevention-focused lowcarbon information. And this paper investigate the impact of how situationalself-construction affects the consumer’ behavior for the first time. The third one is verifythe relationship between idiosyncratic self-construction and situational self-constructionthrough the experimental test.