AbstractUsing survey, we discuss how climate and environmental issues awareness affects residents’ low carbon use behaviour. The results are following. Firstly, climate and environmental issues awareness positively affects residents’ low carbon use. Secondly, perceived effectiveness has mediate effect on the relationship between climate and environmental issues awareness and low carbon use behaviour partly. Thirdly, perceived value has negative moderate effect on the relationship between climate and environmental issues awareness and low carbon use conduct. The results of this study show that when residents feel higher perceived value about their low carbon consumption, they will engage in low carbon use even with lower climate and environmental issues awareness. It tells us that we should treat the residents differently with classification when advocate low carbon use. Specifically, there are some product and service in which consumers can gain high perceived value if the residents frugally use them with high efficiency. And we need to make effort to the following things: we improve the perceived value with hard working, and on the other hand, we make enough effort to enable the residents to deeply experience the perceived value via multiple means.
Reexamine the relationship between new environmental paradigm and low-carbon consumption behavior
