Empirical Study Of The Facors’ Influence On College Students’ Low Carbon Consumption Intention

Recent years have witnessed the frequently occurred natural disasters and globalclimatic anomaly, which jointly affected people’s production activities and their life evenposed a huge threat to people’s health and security. High carbon emission is a majorcause of climate anomalies.High carbon emission will lead to frequent extreme climate,sea level raising as well as food and water crises.The studies results reveal that highcarbon emission result from human activities is a major cause of this issue. Since thenthe low-carbon consumption starts gain public attention.Experts and scholars around theworld have done a good deal of studies on the causes and solutions of climaticanomaly.As the subject of environmental protection in the future,college students areactive、creative,but studies of students’low-carbon consumption are few,so,research inthis paper is of great practical significance in shaping China’s low-carbon consumptionpattern.This paper set college students as research object, by studying variousfactors(including: consumer behavior theory, consumer psychology, descriptive statisticalanalysis, structural equation model, multiple regression metering etc.) which influencecollege students’ consumption inclination have reached following results:(1)The college students’ attitude towards low-carbon consumption act asintermediary in their low-carbon consumption intention model, while the individualcharacteristics act as mediator of students’ low-carbon consumption.(2)The environment awareness of college students is the most prominent factorwhich influence their consumption attitudes. The standardization path coefficient ofwhich is0.486, the influence path coefficient of nature-human harmony value towardsstudents low-carbon consumption inclination is0.16. Therefore, the low-carbonconsumption of college students is guided by their value and based on their environmentawareness.(3)The influence path of low-carbon consumption awareness towards collegestudents low-carbon consumption inclination is0.136. College students shouldstrengthen their environment awareness and awareness of low-carbon consumption.Their consumption behaviors can be formed with these two parts.(4)The value of nature-human harmony and collectivism have significant positiveeffect on students’ attitude towards low-carbon products. Thus traditional value is ofgreat importance to students low-carbon consumption inclination. Compare with others,college students have stronger value of collectivism, self-transcendence and sense ofconformity, so they are more value identity and willing to share the same consumptionbehavior with others.(5)The low-carbon consumption attitude of college students has significant positive influence on their low-carbon consumption inclination. The studies reveal that,students consumption inclination is controlled by their consumption attitude, the strongertheir attitudes are the more determined they will be in low-carbon consumption.(6)Individual characteristics act as mediator in the influence of students’ low-carbonconsumption attitude towards their consumption inclination. The results reveal that withthe increasing of trust, the students will be more willing to conduct low-carbonconsumption. Besides, when they have more money and more convenient consumptionenvironment,they will have stronger inclination towards low-carbon consumption.However, the acquisition of low—carbon consumption information won’t affect theirlow-carbon consumption inclination.Based on above-mentioned research results, this paper come to followingsuggestions for college students’ low-carbon consumption.(1)As for school’s administrative department: to strengthen education on low-carbonconsumption, value students’ emotion and reshape their consumption view.(2)As for the government: increase the publicity of low-carbon consumption;create a sound social environment; perfect the verification system of low-carbon products;standardize the related laws and regulations; support the development of relatedenterprises.(3)As for the enterprise: focus on market segmentation and the research anddevelopment and marketing of the low-carbon products.