The Construction And Exploration On The Model Of Low Carbon Products Purchasing Behavior Of Consumers

With the rapid development of world economy, the tremendous change have taken place in people’s lifestyle, in this situation, people have changed their habits. In people’s daily life, the automobile replaced the bicycle and machine replaced human labor gradually. At the same time, the humans enjoy the convenience brought by the technology, but they ignored the protection of the environment, excessive emissions of the greenhouse gases (carbon dioxide) makes the world’s temperature rising, people’s excessive demand make wanton destruction to the ecological environment, and ultimately make the extreme weather more than before. Now ecological environment revenge the humans in this way.In order to maintain the ecological environment, the low-carbon consumption have been produced, which makes people abandon the bad consumption habits,like as" conspicuous consumption"," Disposable consumption " and so on. Low carbon consumption is a healthy, civilized, scientific consumption. Low carbon consumption behavior is that "low carbon" is combined with "consumption", that means low power consumption, low pollution and low emission in people’s daily life. Low carbon consumption behavior is a kind of environmental friendly behavior. The purpose of this behavior is to reduce carbon emissions.In this research, I chose the low-carbon household appliances as the research object, aims to research the consumers’low carbon consumption behavior. This research is Based on the theory of planned behavior, discussed the three variables of the attitude, the subjective norm, and the perceived behavioral control, impact on the consumers’ purchase intention. At the same time, adding a situational variable of consumers purchase experience, which as the moderating variables that moderate the degree of the three predictor variables control on consumer purchase intention.According to the theory model, have formation of this hypothesis, hypothesis as follows:Hypothesis1:Consumer’s attitude has a direct positive impact on purchase intention.Hypothesis2:Consumer’s subjective norm has a direct positive impact on purchase intention.Hypothesis3:Consumers perceived the more about that they can control the low carbon energy saving appliances product consumption, its willingness to buy is stronger.Hypothesis4:The different buying experience of the consumer, the attitude impact on the behavioral intentions is significant different.Hypothesis5:The different buying experience of the consumer, Consumer’s subjective norm impact on the behavioral intentions is significant different.Hypothesis6:The different buying experience of the consumer, Consumer’s the perceived behavioral control impact on the behavioral intentions is significant different.In this paper, on the basis of previous studies, to make a questionnaire measuring the consumers of low carbon household appliance product purchase intention. Questionnaire in general is divided into three parts, the first part is a questionnaire description, include the research purpose and use. The second part is the Main part of the questionnaire, Assessment on the consumer’s the low carbon household appliances product purchase attitude, subjective norm, perceived behavioral control, behavioral intention and purchase experience. The third part is the respondent demographics. It includes respondents’gender, age, income, education level. In this research, a total of290copies of the questionnaires, distribution manners include online questionnaire, E-mail and street random sampling methods. To recover the267questionnaires, which were effective in246copies. The questionnaire has the efficiency of84.8%.Using SPSS13.0software for statistical data analysis, include Correlation analysis, regression analysis and adjusting effect analysis,the result shows that, the theory of planned behavior on consumer purchase behavior of low carbon household appliance product has good prediction effect. According to the results of regression analysis showed, purchase attitude predict the wishes of the impact is the biggest, the effect of the perceived behavioral is relatively small. Purchase attitude of standard regression coefficient of0.347, subjective norms of standard regression coefficient is0.314, and perceived behavioral control is0.276. The conclusion is, the attitude on consumers’ purchase behavior will influence the maximum degree and the Perceived behavioral control is minimal degree. In this study, the controversial variables of the perceived behavioral control will predict the effects on consumer’s purchase behavior are significant.Adding the variable of the purchase experience in the model as a moderating variable, with the purchase experience changing, the effect of the three predictor variables on the behavior intention is in change. Draws the conclusion that the consumer purchase experience could be the positive regulation between the consumer attitude and behavior intention, at the same time, the purchase experience play a negative role to adjust the relationship between the subjective norm and behavior intention, but it will no obvious adjusting function on the relationship between the perceived behavioral control and behavior. The predictor variables on their purchase intention influence strength also exists certain differences when people have different purchase experiences.The innovation of this research is:there will be different purchasing experiences of consumers are divided into different groups to carry on the contrast research to summarized the Regulatory influence of the purchase experience on the three variables which affect on consumers’ purchase intention, explore and establish the model of low carbon products purchasing behavior of consumers. Distinguish demonstrates the formation mechanism of the potential buyers and repeat purchase behavior intention is difference.The significance of the research is, to the enterprise, only the better understanding of customers can better to help enterprises to better achieve their strategic marketing objectives, but also can satisfy the consumer needs better. Overall, the contribution of this paper embodied is divided into three aspects:In theory, proved by the theory of planned behavior can predict well on consumers of low carbon electrical appliances product purchase intention, at the same time, the study confirmed that the different experiences of consumers, the important degree of the three variables of the TPB influence on the purchase intention is different, this research provides a theoretical source to explain the formation mechanism of the consumer’s behavior intention who have different purchase experience. With the increase in experience, each variable on purchase behavior intention prediction ability also produced change, so that TPB theory prediction ability is situational. And in practice, this paper constructs the theoretical model for the enterprise to predict consumer behavior intention to provide effective tools, enterprises can in accordance with the model to determine and adjust their marketing strategy and tactic. This study is based on low carbon household appliances to carry out empirical, thus the research will predict well on the enterprise which in home appliance industry. The third, this study is important for the customer relationship management of enterprise. To distinguish the different types of the customers, adopt different marketing management measures. This study can point to a clear direction for the enterprise manage and develop consumers who have different purchasing experiences.