资源科学 ›› 2019, Vol. 41 ›› Issue (5): 908-918.doi: 10.18402/resci.2019.05.08

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城市居民低碳行为认知失调的成因——“知识—行为”的双中介模型

芈凌云(), 丛金秋, 丁超琼, 乔丽洁, 许婷   

  1. 中国矿业大学管理学院,徐州 221116
  • 收稿日期:2018-11-05 修回日期:2018-12-16 出版日期:2019-05-25 发布日期:2019-05-25
  • 作者简介:

    作者简介:芈凌云,女,江苏徐州人,博士,副教授,主要研究方向为资源环境行为管理。E-mail: milingyun@126.com

  • 基金资助:
    中国矿业大学双一流建设文化传承专项“能源矿业经济智库”项目(2018WHCC01)

Why urban residents’ deeds do not match their attitude?A dual mediation model of knowledge-behavior in low-carbon consumption

Lingyun MI(), Jinqiu CONG, Chaoqiong DING, Lijie QIAO, Ting XU   

  1. School of Management, China University of Mining and Technology, Xuzhou 221116, China
  • Received:2018-11-05 Revised:2018-12-16 Online:2019-05-25 Published:2019-05-25

摘要:

为了探究居民低碳行为的“认知失调”的原因,将低碳知识分为系统知识、行动知识和效力知识3类,然后扩展“知识—态度—行为”理论,在“低碳意愿”的基础上引入“低碳能力”,建立了不同低碳知识对低碳行为作用机理的双中介模型,并运用结构方程模型进行实证检验。结果显示:①不同低碳知识对低碳行为的作用机理差异是引发“认知失调”的原因之一。行动知识能直接驱动2类低碳行为,而系统知识和效力知识只能由低碳意愿或低碳能力对低碳行为起间接作用;②意愿与能力共同驱动居民低碳行为,系统知识驱动的低碳意愿更多地影响低碳购买行为,而效力知识驱动的低碳能力则更多地转化为低碳习惯行为;③性别、婚姻状况、年龄、受教育程度、个人月可支配收入5个人口特征因素对行动知识与2类低碳行为之间的路径关系具有显著的调节作用。宣传教育工作需要根据不同知识的作用机制减少居民低碳行为的认知失调。

关键词: 低碳知识, 低碳行为, 低碳意愿, 低碳能力, 结构方程模型, 认知失调

Abstract:

In order to explore the reasons that urban residents’ attitude are not matched by their actions and promote the implementation of low-carbon behavior, this empirical research examined what kind of low-carbon knowledge is more conducive to residents’ low-carbon behavior. First, low-carbon knowledge was classified as system knowledge, action knowledge, and effective knowledge. Then, by extending the knowledge-attitude-behavior theory and introducing low-carbon capability (LCC) as a variable on the basis of low-carbon intention (LCI), a dual mediation model for the mechanism of low-carbon knowledge on low carbon behavior was established. Finally, 1339 valid questionnaires were obtained and analyzed using structural equation model. A multiple group analysis was used to test the moderating effect of demographics. The results indicate that: (1) The difference of mechanism between the three types of low-carbon knowledge and low-carbon behaviors is one of the reasons that why urban residents’ attitude are not matched by their actions. LCI and LCC have significant moderating effects on the relationship between system knowledge and residents’ low-carbon behavior. Meanwhile, action knowledge can directly influence two kinds of low carbon behaviors or affect them indirectly through LCI. LCI is not affected by effective knowledge, but effective knowledge indirectly drives two kinds of low-carbon behaviors through LCC. (2) LCI driven by low-carbon knowledge is more often transformed into low-carbon purchasing behavior, while LCC is more often affected by low-carbon habitual behavior. Therefore, in order to form a long-term mechanism of low-carbon consumption and reduce the “rebound effect” of energy efficiency improvement, it is necessary to pay attention to the cultivation of low-carbon capability. (3) Gender, marital status, age, education level, and personal monthly disposable income have significant moderating effects on the relationship between action knowledge and two types of low-carbon behaviors. Relevant government agencies need to guide and promote the integration of knowledge and behavior among residents in low-carbon comsumption according to the mechanism of different low-carbon knowledge.

Key words: low-carbon knowledge, low-carbon behavior, low-carbon intention, low-carbon capability, structural equation model, cognitive dissonance