Under The Energy-efficient Home Appliance Subsidy Policy Research Family’s Replace Appliances Decisions And Empirical Research

With the rapid growth of China’s economy, people’s living standards improve, but people consume causes environmental damage increasingly. China is to implement the scientific development, and strive to achieve the historical mission of resource conservation and environmental protection. It requires people to form a green and healthy consumer attitudes and consumption patterns, and implement resource conservation and environmental protection behavior. Therefore, the state introduced a number of environmentali ncentives to vigorously lead people to green consume. In2012, the Chinese government launched the "energy-saving appliances subsidy policy." The research in these policies impact on family replace energy-efficient appliances is still lacking. Therefore, research of this subject have important significance in the government policy, business’s sufficient operations, people get greater consumer benefits.Based on the literature on green consumption decisions, I establish a model of family replace appliance’s decision under government energy-efficiency subsidies. On this basis, I discussed the factors impact on family’s replace energy-saving appliances decision under the energy subsidies, and it’s empirical research. Finally, based on the analysis results, I put forward suggestions to governments, company and consumers.Final results show that the impact of environmental awareness on the purchase motivation was not significant. The majority of consumers in favor of environmental protection. Family’s income, the amount of energy subsidies, the family’s savings rate has a strong influence on the family’s decision to replace energy-efficient appliances. The lower the family’s savings rate is more likely to replace energy-saving appliances; The higher cost of old electrical appliances continue to use, the more likely it is to replace energy-efficient appliances; Energy-efficient appliance look more stylish, the more likely it is to replace energy-efficient appliances; The greater the amount of subsidies for energy-saving appliances, the more likely it is to replace energy-efficient appliances.The government should adopt education, knowledge lectures, site visits, subsidies for green products and other ways to stimulate consumer’s potential demand for green consumption. For businesses,im prove product environmental performance and lower energy-efficient appliances’s price is very important for business. For families, according to their family’s income, family’s savings rates and other factors to select replacet energy-efficient appliances can get more benefits.