Research On The Impact Of Haze Pollution On The Purchase Intention And Behavior Of Urban Residents' Energy-saving Appliances

As a typical representative of environmental problems,people have showed great concerns over haze pollution in the past few years.Energy saving and emission reduction play a key role in the management of haze mainly by saving energy,reducing pollutant emissions.From the point of energy consumption,household direct energy use(electricity,gasoline,etc.)and indirect energy use(food,housing,etc.)have already taken a central position in total energy consumption.Among them,the use of household appliances has become a major factor in the energy consumption of urban households.Energy-saving appliances are not only the main source of household energy consumption,but also an important means for household energy conservation and emission reduction.The use of energy-saving appliances can effectively reduce household energy consumption,thereby indirectly achieving the effect of haze management.Therefore,investigating the effect of haze pollution on urban residents' purchasing intention and behaviors towards energy-saving appliances to motivate the consumption and adoption of energy-saving appliances in daily lives,which is essential for China to realize the goal of energy conservation and emission reduction,so as to reduce air pollution.This article explores urban residents' energy-saving appliances purchase decisions under the influence of severe haze pollution from three levels: behavioral intention,consuming behavior and willingness-behavioral consistency.Firstly,we review the related documents,determine the theoretical basis of this article,and then analyze the mechanism of haze pollution on the purchasing decision-making behavior of energy-saving appliances.On this basis,a questionnaire about purchase intention and behavior of energy-saving appliances for urban residents in China was developed,and a theoretical model was constructed based on the effective questionnaire for recycling to conduct an empirical analysis.At last,according to the study conclusions,policy recommendations to promote the green consumption of urban residents in China are proposed to encourage more residents to participate in the purchase of energy-saving appliances,optimize the household energy consumption structure.The results show that:(1)Attitudes,subjective norms,and perceived behavior control all significantly affect residents' willingness to purchase energy-saving appliances.Among them,attitude is the most important influencing factor.Ascription of responsibility is a partial mediator between the relationship of awareness of consequences and personal norm,and together with awareness of consequences canpositively influence personal norm.(2)Environmental concern,personal norms and perceived consumer effectiveness all have significant positive effects on the purchasing behavior of energy-saving appliances;personal norms are jointly affected by the four cognitive factors of environmental concern,awareness of consequences,ascription of responsibility and perceived consumer effectiveness;Personal norms can significantly mediate the effects of environmental concern and perceived consumer effectiveness on purchasing behaviors;herd mentality has a negative regulatory effect between environmental concerns and purchasing behaviors,and a positive regulatory effect between personal norms and purchasing behaviors,and policy and propaganda has a positive moderating effect only between personal norms and purchasing behavior.(3)Demographic characteristics influence behavioral attitudes,subjective norms,perceived behavior control,and consumer preferences,and then affect the purchase intention and final consumption behavior of rational consumers;demographic characteristics,some subjective norms,perceived behavior control,and consumers Preference is the main factor that causes urban residents affected by smog pollution to have inconsistent purchase intentions and behaviors of energy-saving appliances.The result of willingness decision is related to the individual's perception that purchasing energy-saving appliances can effectively improve smog pollution and the attitude of neighbors and friends.The judgment of purchase behavior will focus on their time and physical condition,product functions,the service level of the merchant at the time of purchase,and the actual income of the family.