| With the improvement of consumers’ environmental awareness,people are more and more inclined to buy products with "green" label.The green attributes of household products have become a hot spot when consumers realize the importance of green consumption.Green consumption includes not only the cognition and adoption behavior of green products or technologies,but also follow-up behavioral decisions after adoption.Therefore,it has become a crucial policy direction for the government to guide and boost consumers’ consumption of green products or technologies.Taking distributed household photovoltaic technology as an example,this thesis explores the behavioral mechanism of green technology adoption and post-adoption from the perspectives of psychology,behavior and policy.By using the field survey questionnaires of 955 households(primary data)and behavioral data of 3620 households(secondary data),we identify important influential factors on technology adoption and follow-up behavior after adoption in green consumption.This thesis provides policy recommendations to effectively promote green technology consumption.First,the factors that influence consumers’ adoption of green technologies are identified.Based on the theory of planned behavior and the theory of perceived value,a comprehensive theoretical framework for green technology adoption was established by considering social demographic,psychological,environmental awareness,and policy factors.We explore the relationship between residents’ intention to adopt household PV and social psychological variables,and identify the influence paths between different psychological variables,as well as the moderation effect of environmental awareness and policies.This provides a theoretical basis for studying consumers’ perception and adoption of green technologies.Second,green technology consumption includes not only the adoption of green technology,but also the sustainable use behavior after adopting green technology.By using the fixed effect regression model,we analyze the behavioral mechanism after green technologies adoption via household electricity consumption data.The results suggest that household photovoltaics significantly decrease electricity consumption from the grid.However,the total electricity consumption after solar panel adoption has experienced a significant increase,that is,the "rebound effect",and this effect will be weakened in the medium to long term.Third,we conduct research from the perspective of the phasing-out of household photovoltaic subsidies.We use the difference-in-difference model and the discrete choice model to observe consumers’ behavioral responds when subsidy standards began to decrease greatly.Compared with the control group,the total electricity consumption of group that participates in the “rush to adopt” campaign has the greatest rebound effect.This poses a threat to the stable operation of the grid company in the short term.However,consumers that adopt household photovoltaics after the subsidy phasing-out implementation are more likely to show energy-saving behavior and obtain considerable benefits by selling surplus power to the grid company.Therefore,psychological and behavioral changes of consumers would be the key to formulate effective policies,thereby promoting the transformation of green consumption in the future.In summary,this thesis proposes a comprehensive theoretical framework for green technology adoption,and establishes a path relationship of "psychological variablesbehavior intention".The results show that perceived value has the greatest impact on household photovoltaic adoption intentions,thereby providing extensions to the theoretical model of green technology adoption.In addition,this thesis focuses on the follow-up behavior of green technology adoption and identified the “rebound effect” after adoption.Furthermore,the dynamic behavioral changes(i.e.short-term,medium-term,long-term)are identified,which would provide a practical basis for green consumption.Finally,with the current tendency of subsidy phasing-out,this thesis identified the social-demographic characteristics and energy use behavior attributes to provide suggestions for differentiated policies of green subsidies. |
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