Study On The Consumers’ Attitude Toward Energy-saving Appliances And The Social Environmental Factors

With the sustained high-speed development of China’s economy and theacceleration of urbanization, China has become the second largest energy productionand consumption country in the world. Electrical appliances have become a majorenergy-consumer in China. According to statistics issued by national department ofstatistics and information, the annual growth rate of power consumption of Chineseresidents has reached to10%to15%, which is far beyond the increase rate of the totalpower consumption nationwide at the same period. Since2004, Chinese governmenthas formulated the fundamental policy to establish a conservation-oriented society andpublished a series of policies and regulations on energy saving. Residents are theimportant subject to build an energy conservation society. That whether the residents’conception of energy consumption and their behavior are positive, rational or healthdecides the realization of the overall objective of building an energy-saving society,At present, many countries in the world has actively brought forth a series policiesand guidelines to advocate and encourage the consumption on energy-saving appliances.They has accumulated some experience and made some achievements on the promotionof practices on family energy saving. In the respect of academic research, for severaldecades, although some domestic and foreign scholars have explored the factors thatinfluence the social economic significance of the consumption on energy conservationappliance and its consumption behavior from different perspectives, yet on a whole,studies on the residents’ conception on energy-saving appliances and its influencefactors are few, especially analysis on the influence of consumers’ attitudes towardenergy-saving appliances from the perspectives of media and information disseminationare ever fewer.Based on the analysis and study on the literature about residents’ energyconservation behaviors at home and abroad, this thesis highlights the social andenvironmental factors that affect the residents’ energy-saving attitudes and behaviorsand investigates the social factors that affect the consumers’ attitudes on energy-savingappliance from the perspectives of channel to acquire energy-saving information, thepreference of the media and the impact of social members.This study chooses appliance consumers in Chongqing Municipality as theresearch object, and obtains the firsthand materials on the consumers’ recognition and attitude on energy-saving problems, their awareness on the government’s energyconservation policies, the channels to acquire energy-saving information and thepreference on media by the way of questionnaire. Moreover, it also conducts empiricalanalysis on the statistics by adapting SPSS descriptive analysis, one-way analysis ofvariance and correlation analysis. By analyzing the factors including demographics, theimpact of media on the consumers, the consumers’ preference on the informationchannel and the influence of the social members and the influence factor on the attitudestoward energy-saving appliances, this thesis determines the key factor to impact theconsumers’ attitudes on this kind of appliance and their behaviors as well as the degreeof influence. In addition, by examining these problems, this thesis endeavors to providereferences for the government to stipulate industrial policies and propaganda on theseproducts as well as basis for decision-making for the enterprise to popularize theirproduces. So that it can raise the consumers’ energy saving awareness, popularize itsutilization and make some contribution on speeding up the establishment of energysaving society.