Analysis of Influencing Factors of Low-carbon Purchases

Abstract

Social norms are informal rules that govern group behavior and are a powerful motivator for the formation of low-carbon purchasing habits. Based on SOR theory, this study conducts a questionnaire survey on 499 consumers and uses social norms, future orientation, Perceived Consumer Effectiveness, low-carbon purchasing Intention, and the value of doctrine of the mean Scale to conduct an empirical analysis through the fsQCA method to configure the antecedent variables that affect low-carbon purchasing willingness. The findings indicate that: social norms, future orientation, perceived consumer effectiveness, the value of doctrine of the mean have positive impact on low-carbon purchasing willingness. Furthermore, in the absence of social norms, future orientation and the value of doctrine of the mean are sufficient conditions to influence the formation of low-carbon purchasing behavior will.