The Factors affecting low carbon consumption intention of college student in China

Abstract

For two decades, climate change caused by the greenhouse effect has threatened the future existence of mankind. In addition to the influence of natural factors, climate warming is mainly caused by human activities, especially the increase of carbon dioxide emissions from human activities. Therefore, how to reduce carbon emissions and protect the environment has become an urgent concern for all mankind. College students are the new generation of society, and their consumption concepts and behaviors will directly affect the sustainable development of the future society. The purpose of the study is to analyze the influencing factors of college students' low carbon consumption intention, including personal factors. (Low carbon consumption cognition, Conformity psychology, Sense of guilty) and social factors (Infrastructure supporting, Government publicity, Carbon consumption tax policy). This paper uses primary data for research, and the college students in Kunming area are used as the research object to conduct a network questionnaire survey to collect data, and the use descriptive statistics and ordered logit model to analyze the factors. According to the results of the analysis, the six groups of independent variables have a significant positive regression impact on college students' low-carbon consumption intention. Based on the research results, this article puts forward measures and recommendations to enhance college students' willingness to consume low carbon.