An Empirical Study On The Influence Of Consumers’ Low-carbon Attitude On Consumption Behavior

Humans is facing dual constraints of resource depletion and environment pollution, thus wedesire to develop low-carbon economy. While a low-carbon economy also affects humans’ low-carbon attitude and consumption behavior. Behavior is the expression of our potential attitude.However numerous studies abroad show that about a low-carbon consumption (including the conceptof green consumption, sustainable consumption, the same below) the existence of attitude-behaviorgap or discontinuity (attitude-behavior gap): i.e. the actual consumer behavior is totally different fromtheir attitudes researched before. What factors have led to the existence of the gap between low-carbon and low-carbon behavior attitude?This research starts from the definition and discrimination of the main concepts. According toliteratures about the development and the main content of carbon consumption, this paper defines theconcept of low-carbon attitudes and low-carbon consumption behavior. On this basis, we analyzes themain factors of low-carbon consumption behavior in specific situations, including low-carbon attitude,subjective norm, perceived behavioral control and behavioral intentions, and propose six hypotheses.Then, with the theory of planned behavior, we build a decision-making model about how turnpeople’s low-carbon attitude into low-carbon consumption behavior. And also analysis metricdimensions and indicators of various elements. Following the principle of the consistency andextracting metrics highlight belief, we design formal questionnaire with the results of highlight beliefquestionnaire. The empirical research is about new low-carbon energy vehicles. Integrated applicationof factor, correlation analysis and structural equation model to verify this hypothesis, some newconclusions are drawn. Finally proposed the policy design and marketing improvement Suggestions.Results show that the each element of behavior has a positive influence of different degree onlow-carbon consumption behavior. Among them, the low-carbon attitude has little influence onbehavior and behavioral intention. Otherwise, subjective norm matters. In this paper, we also verifiedthe Ajzen hypothesis: under the condition of stable intention, perceived behavior control have a directprediction effect on consumer behavior.