Influence of conspicuous consumption motivation on high-carbon consumption behavior of Residents——An empirical case study of Jiangsu province, China

Abstract

Abstract High-Carbon Consumption Behavior (HCCB) of urban residents is one of the main obstacles to the goals of low carbon development in China with the rapid development of the national economy. Among all the uptrend influences, the one caused by conspicuous consumption is worth more attention. In this paper, a structural equation model was applied to analyze the impact path of conspicuous consumption motivation on HCCB. Multiple group analysis was then used to test the moderating effect of individual face conscious and demographics on the impact. Our data originated from a social study of Xuzhou, Jiangsu province, China (n = 351). The results indicated four leading aspects. First, the raising habitual HCCB is mainly affected by three points, materialistic hedonism, interpersonal mediation and social status demonstration, and the influence is reduced in successively. While communication of belonging to/dissociation from a group and ostentation have little effect on habitual HCCB. The second, purchased HCCB of residents is mainly impacted positively by materialistic hedonism, and other factors have weak influence on it. The third, face consciousness has a significant moderating effect on the relationship between residents’ conspicuous consumption motivation and HCCB. People with strong face consciousness are more affected by the social status demonstration and interpersonal mediation; those with weak face consciousness are only driven by material hedonism. The last, gender, marital status, age, education level, and household monthly disposable income have significant moderating effects on the relationship. Among them, the HCCB from males, young people, married persons, highly educated people, and higher income groups is more affected by materialistic hedonism, interpersonal mediation, and social status demonstration, while from females with lower education, and lower income groups is more likely to be driven by social status demonstration.