Research on Influencing Factors of Low-carbon Consumption Behavior of Rural Residents in Shaanxi Province under Background of"Dual Carbon":Investigation and Analysis Based on TAM-TPB Model
Based on the framework of the Technology Acceptance Model-Theory of Planned Behavior(TAM-TPB),a theoretical model of influencing factors of low-carbon consumption behavior was constructed.A questionnaire survey was conducted among rural residents'households in Shaanxi Province,and structural equation modeling was employed to test the proposed hypotheses.The results show that behavioral attitude,perceived behavioral control,and subjective norm have direct positive impacts on the intention of low-carbon consumption behavior,and behavioral attitude has the largest direct influence.Perceived usefulness has a direct positive impact on low-carbon consumption behavior,while it has an indirect positive impact through behavioral attitudes and perceived behavior control.Perceived ease of use,mediated by perceived usefulness,behavioral attitude and perceived behavioral control,has an indirect positive impact on low-carbon consumption behavior.Based on the analysis results,we put forward some policy recommendations including improving the cognitive level of low-carbon consumption behavior,enhancing the external motivation of low-carbon consumption behavior and awakening the internal motivation of low-carbon consumption behavior from the perspectives of residents,communities,and government,in order to achieve the goal of"dual carbon"and promote the construction of ecological civilization.
Rural residentsLow-carbon consumption behaviorTAM-TPBShaanxi Province
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