“双碳”背景下陕西省农村居民低碳消费行为影响因素的研究——基于TAM-TPB模型的调查分析  

Research on Influencing Factors of Low-carbon Consumption Behavior of Rural Residents in Shaanxi Province under Background of“Dual Carbon”:Investigation and Analysis Based on TAM-TPB Model

作　　者：王奕[1] WANG Yi(Shaannan Eco-economy Research Center,Ankang University,Ankang 725000,China)

机构地区：[1]安康学院陕南生态经济研究中心,陕西安康725000

出　　处：《江西农业学报》2024年第1期234-240,共7页Acta Agriculturae Jiangxi

基　　金：陕西省教育厅2022年度重点科研计划项目(22JZ009)。

摘　　要：以技术接受模型—计划行为理论(TAM-TPB)框架为基础,构建了低碳消费行为影响因素的理论模型,通过对陕西省农村居民家庭进行问卷调查,利用结构方程模型对所做假设进行了检验。研究表明:行为态度、知觉行为控制、主观规范对低碳消费行为意愿会产生直接正向影响,其中低碳消费行为态度的直接影响最大;感知有用性在对低碳消费行为产生直接正向影响的同时,以行为态度和知觉行为控制为中介产生了间接正向影响;感知易用性以感知有用性、行为态度、知觉行为控制为中介对低碳消费行为产生了间接正向影响。鉴于此,提出了以居民为主体,提升低碳消费行为认知水平;以社区为基点,增强低碳消费行为的外在动力;以政府为主导,唤醒低碳消费行为的内在动力等政策建议,以期实现“双碳”目标,推进生态文明建设。Based on the framework of the Technology Acceptance Model-Theory of Planned Behavior(TAM-TPB),a theoretical model of influencing factors of low-carbon consumption behavior was constructed.A questionnaire survey was conducted among rural residents’households in Shaanxi Province,and structural equation modeling was employed to test the proposed hypotheses.The results show that behavioral attitude,perceived behavioral control,and subjective norm have direct positive impacts on the intention of low-carbon consumption behavior,and behavioral attitude has the largest direct influence.Perceived usefulness has a direct positive impact on low-carbon consumption behavior,while it has an indirect positive impact through behavioral attitudes and perceived behavior control.Perceived ease of use,mediated by perceived usefulness,behavioral attitude and perceived behavioral control,has an indirect positive impact on low-carbon consumption behavior.Based on the analysis results,we put forward some policy recommendations including improving the cognitive level of low-carbon consumption behavior,enhancing the external motivation of low-carbon consumption behavior and awakening the internal motivation of lowcarbon consumption behavior from the perspectives of residents,communities,and government,in order to achieve the goal of“dual carbon”and promote the construction of ecological civilization.

关 键 词：农村居民 低碳消费行为 TAM-TPB 陕西省 

分 类 号：F323.8[经济管理—产业经济]