Research On Influencing Factors And Regional Difference Of The Low-carbon Consumption Behavior Of Residents In Chongqing

"High carbon" development mode which highly dependents on fossil energy brings the gigantic development of productivity and improves living standards to the human society. Meanwhile this development mode also has seriously negative effect on the environment and climate. Global warming and climate change have become the focus of international attention. The main method of solving the climate problem is changing the traditional high-carbon model of economic development and seeking a low-carbon economy development path. Exploring the mechanism of low-carbon consumption behavior of residents and improving level of the low-carbon consumption of resident are important parts of the development of low-carbon economy. As the first pilot cities, Chongqing cannot become a low-carbon eco-city without its residents` participation. However, regional difference among five functional regions of Chongqing makes difference of residents` low-carbon consumption behavior. Low carbon consumption guiding policy needs to adapt to local conditions. This paper, with two residents of the urban core function region and northeast ecological conservation development region as the research object, defines basic factors related to the behavior of low carbon consumption and constructs the theoretical model. This paper also uses a questionnaire to research the main factors of low carbon consumption behavior and their influence path, and then verify difference s of the model path between the two regions by using multi-group structural equation modeling. Empirical analysis shows that, the low carbon responsibility, subjective norm and low carbon propaganda effect positively on low carbon consumption intention; low carbon consumption intention, low carbon consumption knowledge, low carbon propaganda and low carbon economical efficiency have a significant positive effect on habitual consumption behavior. The primary influence factor on the selective consumption behavior is low carbon economical efficiency. Low carbon consumption knowledge and low carbon consumption intention also produced positive influence on it. The main factor of low carbon consumption between the two regions is different. Urban core function region`s residents are more easily effected by the psychological factors, such as subjective norm and low carbon consumption intention, while economic factors have greater impact to residents` low-carbon consumption behavior in northeast ecological conservation development region. According to the results of the empirical research, this paper puts forward relevant policy suggestions to promote residents` low carbon consumption.