Study On Influencing Factors Of Energy Efficiency Investment Behavior Of Rural Residents

To improve the rural area's ecological environment,the key is to change the farmers' traditional way of using energy.With the continuous improvement of rural residents' living consumption level,the total energy consumption is also increasing.Since ancient times,China has advocated "keeping simplicity and frugality,serving the people and saving energy",which is the embodiment of the consciousness of energy conservation.As an important subject of energy consumption,rural residents' energy consumption is an important affecting factor of the rural environment.Therefore,it is particularly important for improving the rural ecological environment to guide rural residents to adopt energy-saving behaviors and improve their energy utilization rate.Therefore,this study using the efficiency investment behavior of rural residents as the research object,based on the data of 605 rural residents in Jiangxi province.By using the descriptive statistical analysis,correlation analysis and hierarchical regression analysis method,investigating individual psychological factors influence on rural residents' energy saving behavior intention,and exploring the psychological factors' interaction effect on energy-saving intention.On this basis,exploring the situational factors' moderating effect on the rural residents' energy-saving intention and behavior,the study found that:Firstly,in the individual psychological factors,the knowledge of energy conservation has a significant positive impact on the behavioral intention of energy conservation.The sense of energy conservation responsibility has a significant positive effect on the behavioral intention of energy conservation.Environmental awareness has a significant positive impact on behavioral intention to save energy.Energy saving habit has significant positive effect on behavioral intention of energy saving.Energy saving attitude has a significant positive impact on energy saving behavioral intention.Secondly,knowledge and habits of energy conservation has a negative interaction effect for energy conservation intention.Knowledge and attitude of energy conservation has a positive interaction effect for energy conservation intention.Energy saving responsibility and attitude of energy conservation has a negative interaction effects for energy conservation intention.The interaction effect between other variables are not significant.Thirdly,in the research of moderating effect of situational factors,empirical research shows that energy expenditure has a significant positive impact on energy-saving behavior,and it negatively moderates the relationship between energy conservation intention and energy-saving investment behavior.Policy influence have a positive effect on rural residents' energy saving behavior,and it has a significant negative moderating effect in the relationship between energy conservation intention and energy-saving investment behavior.