The Impact Mechanism and Strategy Analysis of Green Consumption Behavior of Chinese Residents under the Dual Carbon Target

Abstract

Consumption is the terminal of carbon emissions, and achieving the "dual carbon" goal cannot be achieved without the joint efforts of consumers. In the context of actively promoting energy conservation, environmental protection, green and low-carbon sustainable development in the whole society, green development is one of the five development concepts in China. Promoting green economic development and improving residents' green consumption level are of utmost importance. How residents, as consumers, can improve their level of green consumption is an urgent issue that needs to be addressed. This article is based on the theory of planned behavior and embeds an analysis of behavioral externalities. It elaborates on the path that residents form green consumption intentions driven by their consumption attitudes, subjective factors, and behavioral control factors, and explains the mechanism by which consumption intentions promote consumption behavior. Finally, policy recommendations are proposed to enhance the green consumption level of Chinese residents, promote green consumption behavior among residents, leverage the protective role of laws and regulations, and enhance the supply of green consumer goods by enterprises, in order to achieve sustainable economic development from the perspective of the "dual carbon" goal.