Research on Low-Carbon Consumption Behavior of Urban Residents Based on the SOR Model

基于SOR理论构建理论模型，以合肥市517位居民为研究对象，探讨个人价值观、环境关注度、产品特征和政府宣传对低碳消费行为的影响机制。实证分析表明：环境关注度(β = 0.262)、政府宣传(β = 0.226)、认知态度(β = 0.264)和情感态度(β = 0.241)显著正向影响低碳消费行为，产品特征呈负向影响(β = −0.212)。研究发现购买想法在内部因素与低碳消费行为间起部分中介作用，在外部因素与低碳消费行为间呈现遮掩效应(效应量318.57%)。群体规范显著调节内外部因素对低碳消费行为的影响(t = −3.046)。研究建议通过教育引导、政策支持、碳标签制度和精准营销等多元措施促进低碳消费行为。研究结果为理解居民低碳消费决策机制提供了理论依据，对推动低碳生活方式具有实践指导意义。Based on the Stimulus-Organism-Response (SOR) theoretical framework, this study examines the mechanisms influencing low-carbon consumption behavior among 517 residents in Hefei City, focusing on personal values, environmental concern, product attributes, and government promotion. Empirical results demonstrate that environmental concern (β = 0.262), government promotion (β = 0.226), cognitive attitude (β = 0.264), and affective attitude (β = 0.241) significantly positively influence low-carbon consumption behavior, while product attributes exhibit negative effects (β = −0.212). The findings reveal that purchase intention partially mediates the relationship between internal factors and low-carbon consumption behavior, while showing a masking effect between external factors and consumption behavior (effect size = 318.57%). Group norms significantly moderate the influence of both internal and external factors on low-carbon consumption behavior (t = −3.046). The study proposes multidimensional interventions including educational campaigns, policy support, carbon labeling systems, and targeted marketing to promote sustainable consumption. These findings provide theoretical insights into the decision-making mechanisms of low-carbon consumption and offer practical implications for fostering eco-friendly lifestyles.