Empirical Study Of The Factors Influencing Rural Residents’ Low-carbon Consumption Behavior

In recent years,the problem of global warming and extreme weather occurs frequently,which affected people’s production activities and their life seriously,High carbon emission is one of the main causes of global warming and abnormal climate.The daily consumption behavior of human is an important area of carbon emissions,people have to consider the serious consequences of their actions on the environment while enjoying the convenience and comfort of modern life.Since the concept of "low-carbon economy" first be proposed by the British government in 2003, the low-carbon consumption starts gain public attention. Scholars from various countries have done a lot of studies on the influencing factors of low-carbon consumption behavior from two aspects of theory and empirical, and made a wealth of achievements, but most of the studies taken the city residents as the research object,the studies based on rural residents are less. Why do some rural residents unable or unwilling to implement low-carbon consumption behavior? What are the deep-seated factors affect rural residents in low-carbon consumption behavior and what is their impact path?These proven to help guiding the implementation of rural residents’ low-carbon consumption behavior, reducing carbon emissions and promoting the construction of rural ecological civilization.The low-carbon consumption behavior of rural residents in Jiangxi Poyang Lake Ecological Economic Zone is the object of this study.This study established an integrated model of low-carbon consumption behavior of rural residents in Poyang Lake Ecological Economic Zone from organizational behavior,social psychology and sociology multidisciplinary perspective,considering the cognitive value factors,attitude evaluation factors and individual characteristics factors and following the logical path of cognition-assessment-reaction and value-attitude-logical.A large number of surveys be carried out in different regions of Poyang Lake, using standard empirical research methods to verify the influencing factors of the rural residents’ low-carbon consumption behavior and their influence direction and degree.The empirical results show that low-carbon emotion, low-carbon values and sense of responsibility, education, and policies and regulations have a significant positive impact on low-carbon consumption attitudes,while low-carbon consumption cognitive have a negative effect on low-carbon consumption attitude; low-carbon consumption attitude has a very significant positive impact on low-carbon consumption behavior; Multi-group analysis showed that farmers’ gender and age and other individual characteristics play a role in the regulation of influencing model of rural residents’ low-carbon consumption behavior, each regulating variable has a different influence in different assumptions path. According the results, we propose some suggestions and specific measures to promote the low-carbon consumption behavior of rural residents from the aspects of government and company.