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摘 要
面对全球气候变化、能源安全等严峻挑战，低碳经济发展模式已成为世界未
来的经济发展方向。发展低碳经济不仅要依托于先进的技术，更离不开低碳生活
的支撑，而低碳消费是实现低碳生活的重要保障。低碳消费行为意向是低碳消费
实际行为发生的一个必经阶段，因此研究低碳消费行为意向的影响因素具有重要
的意义。以往学者多是以城市居民为研究对象，很少研究农村居民的低碳消费行
为，作为我国人口占比很大的农村居民，其低碳消费行为是实现可持续发展的重
要一环，尤其是决定现代农村未来的 80 后、90 后的新生代农民工

本文探讨了低碳消费心理因素对低碳消费意向的作用路径，丰富了该领域的
研究，为政府促使新生代农民工实施低碳消费行为提供了参考。本文通过发放问
卷对研究内容进行了实证调查。首先是通过理论分析和预调查确定了研究变量的
维度，并参考已有的研究量表和预调查的分析结果确定了正式的调查问卷；其次
选择山东省的八个市进行发放问卷，其中位于黄河三角洲高效生态经济区的滨州
和东营发放问卷偏多。最后运用统计分析软件 Spss19.0 和 Amos17.0 对收回的样
本数据进行了相关的统计分析，同时根据分析结果提出了一些建议对策

本文的创新点主要有以下两个方面：一是与以往研究多以城市居民为研究对
象不同，本文选择新生代农民工为调查对象，对其低碳消费行为意向的影响因素
进行了研究；二是从心理视角研究了对低碳消费行为意向的影响，并以低碳消费
态度为中介变量

研究结果表明，新生代农民工低碳消费认知中的环境意识、低碳消费知识和
感知个体效力都对其低碳消费行为意向有着直接和间接的显著正向影响，间接作
用路径中以低碳消费态度为中介，低碳消费态度对低碳消费行为意向又有着直接
的显著正向作用。所以可通过提升新生代农民工的低碳消费认知和低碳消费态度
来提高其低碳消费行为意向，促进其实施低碳消费行为，使新生代农民工群体为
我国乃至世界的低碳经济发展做出力所能及的贡献

关键词 新生代农民工；低碳消费行为意向；低碳消费认知；低碳消费态度青 岛 理 工 大 学 管 理 学 硕 士 学 位 论 文
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ABSTRACT
Facing the serious challenge of global climate change, energy security, the
low-carbon economic development model has become the development direction of
the future of the world economy.The development of low carbon economy should not
only rely on advanced technology, more cannot do without the support of low carbon
life, low carbon consumption is an important guarantee for the realization of low
carbon life.In the low carbon consumption behavior stage, low carbon consumption
behavior intention is a necessary stage before the low carbon consumption actual
behavior occurred, so it has the vital significance about the study of the factors on low
carbon consumption behavior intention.Many Previous scholars usually chose urban
residents as the research object to study them low carbon consumption behavior ,but
very few studies chose the rural residents.as China's largely population_ rural
residents, them low carbon consumption behavior is an important part of the decision
to achieve sustainable development , especially the 80 , 90 after new generation of
migrant worker that decide the countryside futures.
This paper discusses the effect path of low carbon consumption of psychological
factors on the low carbon consumption intention, not only enrich the research in this
field, but also provide advice to the government to promote the new generation of
migrant workers to implement low-carbon consumption behavior.Through a
questionnaire, the content of the research conducted an empirical investigation. The
first is the study of variable dimension which was determined through theoretical
analysis and preliminary investigation,and combining the reference existing research
table with the analysis on the results of pre-survey to determine the formal
questionnaire.then select the eight city of Shan dong province to conducted
questionnaires, which is located in the Yellow River delta Efficient Ecological
Economic Zone of Bin zhou and Dong ying questionnaire partial multiple.Finally
using statistical analysis software Spss19.0 and Amos17.0 to analysis the sample data
recovered.draw the corresponding conclusions based on the analysis results, and put
forward some suggestions and countermeasures according to the research conclusions.