Keywords:
• urban residents willingness for low-carbon consumption/
• Logistic model/
• theory of planed behavior/
• carbon emission

Abstract:Studying urban residents' willingness for low-carbon consumption provides certain practical guidance for carbon emission reduction. This study proceeded with 19 explanatory variables in 5 aspects, namely, value perception, policy, external environment, internal factor and individual characteristics. A field survey was conducted on urban residents living in 5 districts and University Town in Fuzhou, followed by the application of Logistic model and empirical analysis of urban residents' willingness for low-carbon consumption and its influencing factors. The finding reveals that 64.7% of urban residents are proponents of low-carbon consumption; the descriptive statistics show most urban residents have average value perception on low-carbon consumption and are moderately influenced by the policy and external environment as well as internal factors to some extent; the logistic model result indicates that 8 explanatory variables, e.g. “perception on own value”, “cost saving value perception”, “mandatory policy”, “low-carbon product price”, “consumption concept”, “cognitive ability”, “gender” and “age”, have significant effects on urban residents' willingness for low carbon consumption. Therefore, the willingness for low-carbon consumption should be encouragingly turned into real low-carbon consumption behavior by creating positive conditions; measures such as fiscal subsidy, tax incentive and other ways may be taken to bring down the prices of a series of low-carbon products; meanwhile, there should be universal popularization and education campaigns and activities on low-carbon consumption concept regardless of age and gender, and the mandatory policy should be implemented to guide and control urban residents' willingness for low-carbon consumption in a right way.