Study On The Effect Of Information Propaganda On Behavior Intention Of Habitual Energy Conservationof College Students

In recent years,the increase of household energy consumption has become the main reason for the increase of energy consumption,household energy consumption is characterized by rapid growth and high proportion.With the deepening of China's urbanization,the improvement of living standards and the improvement of the income level of residents,residential energy consumption is still a big room for growth.Our country has been promoted to the strategic height of residential energy conservation,puts forward to strengthen publicity and education,pay attention to residential energy consumption.Based on the above background,it is of great significance to guide residents daily energy saving behavior.The face of different energy-saving information propaganda,residents will have different information processing and cognitive responses,and ultimately affect behavior intention of habitual energy conservation.In this paper,the research object is behavior intention of habitual energy conservation,and we introduce the two factors of "self-determination" and "competence" in self-determination theory.This paper mainly adopts the method of psychological experiment,explores the common mechanism of information propaganda,time scale and social distance.Experiment one adopted an experimental design approach,using 4(information propaganda: economic information/social information influenced by others/social information affecting others/environmental protection information)× 2(time scale:small scale/large scale)between subjects design.Three hundred and twenty-five questionnaires were completed by undergraduates of a university in Jiangsu.The results are as follows:(1)Energy saving information propaganda promoted greater behavior intention to habitual energy conservation,and the process would be moderated by time scale and produced matching effect between information propaganda and time scale,we found that the matching of economic information and large scale,and the matching of environmental protection information and small scale promoted greater intention to conserve energy use than other matching of information propaganda and time scale;(2)Perceived behavioral control and perceived self-efficacy would moderate the influence of information propaganda on behavior intention of habitual energy conservation,and moreover the mediating process was also moderated by time scale and produced matching effect between information propaganda and temporal distance.Experiment two adopted an experimental designapproach,using 4(information propaganda: economic information and large scale/social information influenced by others and large scale/social information affecting others and small scale/environmental protection information and small scale)× 2(social distance: self/others)between subjects design.Three hundred and forty-six questionnaires were completed by undergraduates of a university in Jiangsu.The results are as follows:(1)Energy saving information propaganda promoted greater behavior intention to habitual energy conservation,and the process would be moderated by social distance and produced matching effect between information propaganda and social distance,we found that the matching of environmental protection information and small scale and near social distance promoted greater intention to conserve energy use than other matching of information propaganda and social distance;(2)Perceived behavioral control and perceived self-efficacy would moderate the influence of information propaganda on behavior intention of habitual energy conservation,and moreover the mediating process was also moderated by social distance and produced matching effect between information propaganda and social distance.In this study,two experiments were carried out to verify the effect of energy saving information propaganda on behavior intention to habitual energy conservation.The research result not only reveals the psychological mechanism of behavior intention to habitual energy conservation,but also verify the matching effect of different types of information propaganda and time scale and social distance.In addition,some suggestions are put forward for the government and environmental protection groups about energy conservation information publicity,hope to guide the development of energy-saving publicity content,enhance the effectiveness of energy-saving information,and change the daily energy use habits.