公众低碳消费行为的心理归因和政策干预路径--一个基于扎根理论的探索性研究.pdfVIP

310018 F062.2 F713.5 A Psychological Attribution and Its Policy Paths of Public’s Low Carbon Consumption Behavior: An Exploratory Research Based On Grounded Theory WANG Jian-ming Business Administration College, Zhejiang University of Finance Economics, Hangzhou 310018, China Abstract: The turning of the public to low carbon consumption behavior by guidance and regulation has become a major issue urgently to be solved. This paper tries to explore psychological attribution of individual’s low carbon consumption behavior through in-depth interviews, based on grounded theory. Research found that the two core factors(low carbon psychological consciousness, social reference criterion) are psychological and social attribution of low carbon consumption behavior. The mechanism of low carbon psychological consciousness and social reference criterion to generate low carbon consumption behavior are different, however. And individuals of different Locus of control may differ in generation mechanism. To affect individual’s low carbon psychological consciousness and social reference criterion by low carbon communications, and to affect individual’s cost-benefit of low carbon consumer behavior by institution technology change are the main intervention paths for the government. Key Words: Low carbon consumption behavior, Psychological attribution, Qualitative research, Social learning theory, Locus of control 1