Study on influencing factors of public purchase intention of forest carbon sequestration——Based on TPB-NAM integrated model
The establishment of effective carbon-inclusive mechanisms and the optimization of forest carbon sequestration product value are crucial for advancing China's ecological civilization.Examining the factors influencing public willingness to purchase forest carbon offsets holds practical significance in shaping forest carbon policies.Based on the theory of planned behavior,norm activation model,and ecological civilization,this paper employed structural equation modeling and conducted an empirical study using 515 public questionnaires to examine the factors and mechanisms that influenced the public's willingness to purchase forest carbon sequestration products.The results showed that:①The public's willingness to purchase forest carbon sequestrations resulted from the interaction be-tween rationality and morality,rather than being solely driven by pure rationality or pure morality.② Behavioral attitudes,perceived norms,and perceived behavioral control significantly and positively impacted the public's willingness to purchase forest carbon seques-trations,although the extent of the impact varied.Notably,perceived norms had the most substantial influence on purchase intention.Consequently,the public's environmental moral literacy emerged as the most crucial factor affecting their purchase behavior of forest carbon sequestrations.③ The specific roles of variables which influenced the public's willingness to purchase forest carbon sequestra-tions differed.Among perceived norms,the public's individual moral norms exerted the greatest influence on their willingness to pur-chase.In terms of behavioral attitudes,the public's perception of the ecological and political benefits of forest carbon sequestrations held the most significant sway over their willingness to purchase.Concerning perceived behavioral control,factors such as the amount of infor-mation on forest carbon sequestrations and the price of forest carbon sequestrations emerged as the most vital determinants.However,there wasn't much difference in their impact degrees.
forest carbon sequestrationpurchase willingnesstheory of planned behaviornorm activation model
国家科技期刊平台
NSTL
万方数据
