Study On The Influencing Factors Of Low Carbon Consumption Behavior Intention Of The New Generation Migrant Workers

Facing the serious challenge of global climate change, energy security, thelow-carbon economic development model has become the development direction ofthe future of the world economy.The development of low carbon economy should notonly rely on advanced technology, more cannot do without the support of low carbonlife, low carbon consumption is an important guarantee for the realization of lowcarbon life.In the low carbon consumption behavior stage, low carbon consumptionbehavior intention is a necessary stage before the low carbon consumption actualbehavior occurred, so it has the vital significance about the study of the factors on lowcarbon consumption behavior intention.Many Previous scholars usually chose urbanresidents as the research object to study them low carbon consumption behavior,butvery few studies chose the rural residents.as China’s largely population_ruralresidents, them low carbon consumption behavior is an important part of the decisionto achieve sustainable development, especially the80,90after new generation ofmigrant worker that decide the countryside futures.This paper discusses the effect path of low carbon consumption of psychologicalfactors on the low carbon consumption intention, not only enrich the research in thisfield, but also provide advice to the government to promote the new generation ofmigrant workers to implement low-carbon consumption behavior.Through aquestionnaire, the content of the research conducted an empirical investigation. Thefirst is the study of variable dimension which was determined through theoreticalanalysis and preliminary investigation,and combining the reference existing researchtable with the analysis on the results of pre-survey to determine the formalquestionnaire.then select the eight city of Shan dong province to conductedquestionnaires, which is located in the Yellow River delta Efficient EcologicalEconomic Zone of Bin zhou and Dong ying questionnaire partial multiple.Finallyusing statistical analysis software Spss19.0and Amos17.0to analysis the sample datarecovered.draw the corresponding conclusions based on the analysis results, and putforward some suggestions and countermeasures according to the research conclusions. The innovation point of this article is mainly from the following two aspects:Thefirst, it is different with many previous studies to chose city residents as the researchobject, this paper chose the new generation of migrant workers as the investigationobject,studied the influence factors of the low carbon consumption behavior intention.Second,this paper detailed study the influence from the psychological perspective tothe low carbon consumption behavior intention.and with the low carbon consumptionattitude as mediator.Through this study found that the environmental awareness, knowledge andperception of individual carbon consumption in low-carbon consumer awareness ofnew generation of migrant workers has a direct and indirect effect of a significantpositive impact on carbon consumption behavior intention, low-carbon consumptionattitude is an intermediary in the indirect effects path,and low-carbon attitudes has adirect significant positive effect toward low-carbon consumption behavior intention.The conclusions of this study can not only enrich the research in the field and also canprovide a reference for relevant personnel to the new generation of migrant workersby raising consumer awareness of low-carbon and low-carbon consumer attitudes toimprove their carbon consumption behavior intention,and finally to promote theirimplementation of low-carbon consumption behavior, so the new generation ofmigrant workers to make whatever contribution of low-carbon economic developmentin China and the world.