大学生低碳消费行为影响因素探究——以青岛市在校大学生为例

Research on the Influencing Factors of College Students’ Low-Carbon Consumption Behavior—Taking College Students in Qingdao as an Example

摘要: 本文从实证研究的角度出发，基于380份青岛市在校大学生调查问卷数据，利用SPSS22.0、AMOS22.0软件对大学生群体的低碳消费行为及其主要影响因素做了深入的研究和分析。结果表明：低碳消费知识、责任意识、从众心理、社会规范、宣传教育、政策法规能够对大学生的低碳消费态度产生直接正向的影响；低碳消费态度能够对大学生的低碳消费行为产生直接正向的影响；责任意识、从众心理、宣传教育、政策法规能够对大学生的低碳消费行为产生直接正向的影响；低碳消费态度在低碳消费知识、责任意识、从众心理、社会规范、宣传教育、政策法规与低碳消费行为之间发挥中介作用。根据以上结论，本文从普及低碳知识、提高责任意识、宣传法律法规等方面为如何进一步挖掘大学生低碳消费潜力提供了对策建议。

Abstract: This paper, from the perspective of empirical research, based on the questionnaire data of 380 college students in Qingdao, uses SPSS22.0 and AMOS22.0 software to do in-depth research and analysis on the low carbon consumption behavior of college students and its main influencing factors. The results show that knowledge of low carbon consumption, sense of responsibility, conformity psychology, social norms, publicity and education, policies and regulations can have a direct and positive impact on college students’ attitude towards low carbon consumption. Low carbon consumption attitude can have a direct and positive impact on the low carbon consumption behavior of college students; the sense of responsibility, conformity psychology, publicity and education, policies and regulations can have a direct and positive impact on the low-carbon consumption behavior of college students. Low carbon consumption attitude plays an intermediary role among low carbon consumption knowledge, sense of responsibility, conformity psychology, social norms, publicity and education, policies and regulations and low carbon consumption behavior. Based on the above conclusions, this paper provides countermeasures and suggestions on how to further tap the low-carbon consumption potential of college students from the aspects of popularizing low-carbon knowledge, improving responsibility awareness, and publicizing laws and regulations.