An Empirical Research On Low-Carbon Consumer Behavior Of Youth Groups

In recent years, concerns over global warming, energy security and environmental degradation has led people to pay attention to low carbon life and low carbon consumption. Propensity to consume and motivation of consumption always lead companies to develop products. Therefore, it is important to do some research in the relationships among cognition level, attitude, willingness and behaviors of low carbon consumption.At present, there are many mature theoretical systems in the consumer behavior research field such as Marshall Model, S-O-R Model, Howard and Sheth Model and so on. Meanwhile, there are Consumption habits theory, Social symbols and identity theory, Attitude-Behavior-Scene model and so on.Based on these research foundations, this paper makes hypotheses and models. This paper makes a study of the content to have the following several aspects.1. Based on scholars’research, analyzing the relationships among cognition, attitude, willingness and behaviors in low carbon consumption and influencing factors.2. Making hypotheses and models.3. Testing the reliability and validity of the questionnaire data using SPSS16.0, then built a structural equation model and verified the hypothesis using AMOS17.0.The empirical results showed that personal features have significant impact on consumer low carbon consumption cognitive level. External stimuli have significant impact on consumer low carbon consumption attitude and behaviors. Cognitive level has significant impact on attitude, willingness of low carbon consumption. Attitude has significant impact on willingness and behaviors.