RCIS

Abstract:

Currently, research in the field of shared consumption mainly focuses on analyzing the factors influencing consumer behavior. Although some studies involve individual psychological factors, most of these studies focus on some variables and lack completeness, and few scholars attempt to explain the gap between willingness and behavior. In previous studies on government regulation and governance of the sharing economy, scholars often overlooked the connection between policy intervention factors and individual behavior attribution, resulting in a lack of effectiveness and persistence in the policy intervention path and strategic effects of sharing consumption behavior. This article explores the psychological attribution of low-carbon consumer behavior and analyzes the path of policy intervention. Through literature review and empirical research, this article finds that consumer low-carbon consumption behavior is influenced by various psychological factors, such as environmental awareness, social responsibility, moral concepts, etc. Meanwhile, policy intervention plays an important role in promoting low-carbon consumer behavior. This article proposes specific paths for policy intervention, including raising public environmental awareness, guiding enterprises to assume social responsibility, and strengthening policy supervision.

Keywords:

managerial pro-social rule breaking; trust in leadership; institutional trust; behavior intervention; Chinese context.

DOI: https://doi.org/10.33788/rcis.84.16

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