Study On The Willingness And Behavior Of Clean Energy Consumption Of Suburban Residents In Xi’an

The 19th national congress report outlines a "green road map" for building a beautiful China.It marks that China has proceed to an epoch of ecological civilization construction.However,over consumption of fossil energy makes ecological issues worser.And it has seriously affected the quality of life of residents.Whether the energy problem can be solved determines world economy growing and the advance of human beings.Thus,in order to fully step into ecological civilization,it is particularly important to promote clean energy consumption.Under the background of the construction of Xi ’an,it is necessary to master the willingness and characteristics of the suburban residents for clean energy consumption.Only in this way can we better popularize clean energy,reduce environmental pollution,and promote the construction of a new ecological civilization in the suburbs of Xi ’an.In this paper,based on TPB theory,VBN theory and other four related theories,the influence factor model of clean energy consumption intention and behavior is constructed,which is a dual mediation framework model with regulation.Based on the questionnaire data,the correlation among environmental values,TPB variables,external situation variables,socio-demographic variables,clean energy consumption intentions and behaviors is systematically studied.Besides,the possible mediating variables and moderating variables are analyzed,and the intricate correlation among variables is analyzed deeply.It is found that behavioral attitudes and subjective norms had some mediating effects between environmental values and clean energy consumption intentions respectively.Then,both behavioral attitude and subjective norm indirectly affect consumption behavior through mediating clean energy consumption intention.The transformation of consumption intention to consumption behavior will be affected by external situational variables,namely,the moderating effect of 4 variables in 6 dimensions:"incentive policy","mandatory policy","social policy","energy price","product nature",and "behavioral convenience".The conclusions provide theoretical basis for Xi’an government to guide the residents to change the traditional energy consumption mode,and formulate strategies to promote clean energy consumption in the process of low-carbon city construction.