A Study On The Influencing Factors Of Individual's Willingness To Pay For Carbon Neutrality

In the past decades,air pollution and climate change have become a global concern Carbon neutralization was originally a concept advocated by environmentalists,which was to offset carbon emissions by calculating carbon dioxide emissions from personal life,work or activities through voluntary purchases of forest carbon sinks or certified emission reductions from clean projects,so as to make themselves climate-friendly or climate-neutral.CCER supply in China's carbon market is excessive and effective demand is seriously insuff-icient.To study the public's willingness to pay for carbon neutralization is helpful for designing incentive mechanism for carbon neutralization to increase the effective demand of CCER generated by energy saving and emission reduction technology research and investment in clean projects.This thesis first summarizes the related literature about the willingness to pay for carbon neutrality and the CVM,then defines the concept of carbon neutrality and the willingness to pay,and then identifies the influencing factors according to the environmental behavior theory,thus introducing relevant research variables.Based on this,a questionnaire about individual's willingness to pay for carbon neutrality was designed and a questionnaire survey was conducted,and finally 1,328 valid questionnaires were obtained.At last,the one-way analysis of variance and correlation analysis are used to analyze the demographic characteristics variables and behavioral attitude variables respectively.Then,the empirical analysis of the factors affecting the willingness to pay for carbon neutrality is carried out by using an ordered probit analysis model,and the intermediary effect and adjustment effect are further explored and the final research conclusion are drawn based on the empirical results,then targeted policy recommendations are proposed.The results show that:(1)There is a reverse relationship between educational background and personality variables and the willingness to pay,while monthly income and interpersonal influence have a positive effect on the willingness to pay.There is no relationship between gender,age,geographic location and the willingness to pay.Cognitive variables,attitudinal variables and incentive mechanism in behavioral attitudes also have no influence on the willingness to pay.(2)Purchasing intention is influenced by age,geographic location of permanent city,monthly income,personality variables,interpersonal influence,attitude variables and incentive mechanism.The older you are,the more you will buy the carbon neutral products.Similarly,the higher the monthly income is,the stronger is the purchasing intention.Personality variables,interpersonal influence,attitude variables and incentive mechanism in behavioral attitudes are positively related to purchasing intention.The geographical location of the permanent city has a negative correlation with purchasing intention.(3)The effects of monthly income,interpersonal influence and personality variables on the willingness to pay are partly mediated by purchasing intention.(4)Regarding the moderating effect,we found that gender,educational background and permanent city had no moderating effect on the relationship between interpersonal influence and the willingness to pay.Therefore,in order to motivate the public to undertake voluntary carbon neutralization,on the one hand,different types of carbon neutralization products need to be designed according to monthly income and educational background,on the other hand,the public's purchasing intention should be increased so as to improve the willingness to pay.At the same time,we should strengthen the publicity and education of low-carbon knowledge and environmental consciousness and change the notion of the whole people is the key channel to improve the willingness to pay.