The deterioration of the ecological environment is a major challenge facing human society. In recent years, China has put forward the strategic development requirements of carbon peaking and carbon neutralization to deal with environmental problems such as climate change. Guiding people to practice green and low-carbon consumption behavior is one of the keys to achieving the strategic goal of "double carbon". Social class is an important influencing factor in individual consumption decision-making. Revealing its action path, psychological mechanism and, boundary conditions that affect low-carbon consumption behavior can improve the relevant theoretical research on low-carbon consumption behavior and intimate environmental behavior. In addition, due to the large regional and group differences in China's economic development, the formulation of targeted low-carbon consumption guidance strategies according to the characteristics of different social strata will also improve the implementation effectiveness of policy promotion.
This study is divided into three studies. Study 1 restored the current characteristics of low-carbon consumption of different social class in China through a large sample survey, and verified the impact of social strata on low-carbon consumption again in the form of scenario measurement; Study 2 revealed the mechanism of social class affecting low-carbon consumption through start-up experiment; In Study 3, scenario simulation experiments were used to clarify the boundary conditions of social class affecting low-carbon consumption behavior, and to explore the promotion scheme of low-carbon consumption behavior of various classes in the real situation.
The results show that: 1) residents' subjective social class positively predicts their low-carbon consumption intention, and this conclusion has been verified in investigation and experimental research; 2) Perceived behavior control plays an intermediary role between social stratum and low-carbon consumption; 3) There is the interaction between social class and environmental risk perception in low- carbon consumption. When there is no clue of environmental risk, the low-carbon consumption intention of high social class is significantly higher than that of low social class. On the contrary, when environmental risk clues are presented, there is no significant difference between the two types of social class groups in low-carbon consumption intention, and low-carbon social class groups also show high low- carbon consumption intention.
At the theoretical level, this study fully interprets the overall picture of the impact of social stratum on Residents' low-carbon consumption behavior, reveals the underlying psychological mechanism, and complements the empirical scope of social stratum cognitive perspective theory to a certain extent. At the application level, according to the risk preference characteristics of social strata, this study formulates low-carbon consumption guidance strategies suitable for different social strata, which can provide a scientific basis for the formulation of China's low- carbon consumption policy and help to achieve the strategic goal of "double carbon".
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