Research On Low-carbon Consumer Behavior Psychology Of College Student

With the continuous deterioration of air quality and the frequent occurrence of extreme weather, people have to consider the consequences of the greenhouse effect caused by carbon emissions while enjoying the convenience and comfort of modern life. Changing the traditional high-carbon model of economic development and seeking the path of low-carbon economic development has become the mainstream of each nation in respond to climate issues. "Establishing a green, low-carbon development concept and accelerating the construction of resource-saving consumption pattern" is worthy to be advocated,so in the development of low-carbon economy, we advocate not only low-carbon production, but also low-carbon consumption. However, the low-carbon consumption behaviors are influenced by many other factors. Why some people are reluctant to implement low-carbon consumption behaviors, What are the psychological factors affecting low-carbon consumption behaviors,This paper will discuss above these.This study,regarded the special group of college students as research objects,applies interdisciplinary perspectives of social psychology, environmental behavior, and organizational behavior to grasp the psychological conditions on low-carbon consumption,from the aspects of psychological definition, consumer motivation, and consumer misunderstanding about college students, then summarizes the psychological factors influencing carbon consumption behaviors and builds the mental models of low-carbon consumption behaviors. Also, this paper conduct a survey questionnaire of a certain college students,using standard empirical research methods to verify the impact of various psychological factorsa affecting the behavior of low-carbon consumption on behaviors. The empirical results show that the individual characteristics, the environmental knowledge,environmental attitudes, consumer attitude, group pressure, perceived behavioral control will affect the low-carbon consumer psychology of college students, and thus change their behaviors.Finally, this paper based on the results of empirical research, from the angles of school,society and family,guides college students to have low-carbon consumption behaviors.