Research On Differences In The Factors Influencing The Energy-saving Behavior Of Urban And Rural Residents And Management Countermeasures—A Case Study Of Jiangsu Province

Environmental problems and ecological problems are increasingly emerging with the social development getting more and more dependent on energy.As the largest developing country in the world,China has issued many policies to solve industrial pollution and reduce energy consumption.However,with the introduction and implementation of energy-saving emission reduction measures,the potential of industrial energy conservation has become smaller and smaller,and the potential of energy saving for residents' living is gradually revealed.At present,the government strongly supports the development of the energy saving industry in the field of residents' lives.A lot of energy-saving products enterprises have begun to form a clear competitive situation in the market.But it also exposed some problems in the market.The root of the problem lies in the lack of understanding of energy-saving behavior for the energy-saving products enterprises.Based on this situation,this research makes a research on the energy-saving behavior of two kinds of residents,urban residents and rural residents,which are obviously different in economic conditions and lifestyles,and explores the differences in the factors influencing urban and rural residents' energy-saving behavior,regared Jiangsu Province as a case,in order to provide market recommendations for energy-saving products enterprises.First,based on the theoretical basis of the previous research on energy consumption of residents,this research constructs the research model of energy consumption behavior and its influencing factors of urban and rural residents,and divide the energy consumption behavior of residents into two dimensions,purchase choice behavior and daily use behavior,divide the factors affecting residents' energy-saving behavior into three dimensions: individual factors,situational factors and social demographic variables.And build the scale of energy consumption behavior of urban and rural residents and its influencing factors on the basis of the previous research.Next,by issuing questionairs in representative regions of North Jiangsu,Middle Jiangsu and South Jiangsu,collecting and summarizing the data,and making descriptive statistical analysis,dearson correlation analysis,regression analysis and difference test,this paper gets the conclusion of this difference research.The results show that:(1)There are differences between urban and rural residents' energy-saving behavior in Jiangsu province.City residents in such consumer behavior is better than that of rural residents,city residents have more choice than to buy energy-saving products for rural residents,but also in daily life is also more energy than rural residents;(2)There are differences between the ingfluencing factors of urban and rural residents' purchase choice behavior in Jiangsu province.City residents' purchase choice behavior has strong relation to life habit,low carbon behavior intention,policies and regulations and environmental value,rural residents' purchase choice behavior has strong relation to publicity and education and information feedback,social technology and comfort preference;(3)There are differences between the ingfluencing factors of urban and rural residents' daily use behavior in Jiangsu province.City residents' daily use behavior has strong relation to life habit,energy-saving knowledge and environmental responsibility and the economic cost,rural residents' daily use behavior has strong relation to low carbon behavior intention,social technology and energy-saving knowledge.Finally,based on the above conclusions,this research gives the policy recommendations from the point of view of the government,and gives the specific marketing strategy recommendations from the point of view of energy-saving products enterprises.