Research on Low-carbon Household Consumption from the Perspective of Behavioral Economics

Abstract

Under the current global background of climate change and the proposal of the “dual carbon” (carbon peaking and carbon neutrality) goals, achieving tangible quantification of green consumption behavior through carbon inclusiveness platforms is the inevitable path for China to build a low-carbon society. Taking Beijing’s carbon inclusiveness platform as an example, this study aims to explore the low-carbon consumption guidance mechanism under the dual carbon goals, and clarify the relationship and mechanism between the perceivability of low-carbon and low-carbon travel consumption behavior. By sorting out the framework system of the case platform and based on the attitude-behavior-situation theory and interpersonal behavior theory, this study further constructs a research model for low-carbon perceivability and low-carbon travel consumption behavior. Specifically, it takes low-carbon perceivability under the carbon inclusiveness platform as the independent variable, low-carbon travel behavior of consumers as the dependent variable, low-carbon cognition as the mediating variable, and economic incentives as the moderating variable, and proposes theoretical hypotheses for three sets of pathway relationships.