Study on the Influencing Factors of Low-Carbon Consumption Behavior of Urban Residents in Jiangsu Province under the Background of Double-Carbon

在全球积极应对气候变化、中国全力迈向碳达峰碳中和目标的关键时期，城镇居民的低碳消费成为时代主题。本文以扎根理论为基础，研究城镇居民低碳消费行为影响因素。研究结果表明江苏省城镇居民低碳消费行为受到经济因素、基础设施因素、产品性能和质量的直接作用。同时，个人知识水平、法律与道德因素、低碳消费的关注度、个人规范因素、宣传教育、主观规范、低碳消费行为习惯还以个人履行低碳消费行为的意愿为中介，对江苏省城镇居民低碳消费行为产生影响。此外，市场环境因素和政府引导与管制在履行低碳消费行为的意愿和低碳消费行为之间起调节作用。研究完善了江苏省城镇居民低碳消费行为影响因素的理论研究模型，对城镇居民低碳消费行为的转变，碳减排与可持续发展目标的实现，政府政策制定有一定的借鉴意义。In the critical period of global efforts to combat climate change and China’s full-scale push towards its carbon peak and carbon neutrality goals, low-carbon consumption among urban residents has become a defining theme of the era. This paper, based on grounded theory, examines the factors influencing low-carbon consumption behavior among urban residents. The research findings indicate that the low-carbon consumption behavior of urban residents in Jiangsu Province is directly influenced by economic factors, infrastructure, product performance, and quality. At the same time, personal knowledge levels, legal and moral considerations, attention to low-carbon consumption, personal norms, education and publicity, subjective norms, and habits of low-carbon consumption behavior, as well as the willingness to engage in low-carbon consumption, serve as mediating factors that impact the low-carbon consumption behavior of urban residents in Jiangsu Province. Additionally, market environment factors and government guidance and regulation act as moderating roles. The study improves the theoretical model of the factors influencing low-carbon consumption behavior among urban residents in Jiangsu Province, providing valuable insights for the transformation of urban residents’ low-carbon consumption behavior, achieving carbon reduction and sustainable development goals, and informing government policy-making.