由于全球经济发展迅猛，资源过度消耗等问题愈演愈烈，越来越多的国家和组织达 成低碳节能共识。以此实现低能耗、低污染、低排放的低碳消费理念。由商务部出台的 《关于流通业节能减排的指导意见》中提到[2]，要想更高效的完成“十三五”计划，必 须要在国内推行低能耗、低浪费的经济模式，并密切关注资源是否做到节约、环境是否 得到保护。其中就有新能源汽车的研发及推广问题。本文立足于丰田新能源汽车的消费 现状，基于计划行为理论构建低碳消费影响因素模型，提出相关的研究假设。通过实证 分析，分别对个体性描述特征及低碳产品的客观环境综合分析，得到其影响因素。其中 运用数据统计分析软件Spss，及模型路径分析软件Amos，验证假设成立的条件及意义。 继而引入到丰田新能源汽车的案例中，以此说明影响低碳消费的主要原因，最后分别对 政府、企业、消费者提出意见或建议。 研究结论表明：其一，影响低碳消费的因素在个体描述性特征方面，学历与收入呈 显著性。说明消费者群体存在明显差异，且随着学历的提高、收入的增多呈现购买乐观 趋势，相反，当学历低于大学专科，低收入群体，大多不在乎产品是否低碳，他们更倾 向于性价比高的产品。其二，影响低碳消费的因素在低碳客观环境方面，态度、主管规 范、知觉行为规范，均对低碳消费意向起到正向作用；低碳认知偏差、产品认知偏差、 产品知情度均对消费者支付行为起到正向作用。由此说明消费者在购买低碳产品中会受 到群体反愧个人低碳认知、商家对产品的介绍及购买后的偏差均有影响。当群体积极 反馈度越高，个人越关注低碳环保，商家对产品的介绍越详细时，消费者对低碳产品的 购买欲望越强烈，当恰好在支付区间之内时，往往会促成选择低碳产品。 关键词：供应链管理；认知偏差；知情度；低碳消费；实证分析 3 Research on the Relationship between Cognitive Bias, Informedness and Low Carbon Consumption ABSTRACT With the rapid development of the global economy and the increasing consumption of resources, more and more countries and organizations have reached a consensus on low-carbon energy conservation. So as to realize the low-carbon consumption concept of low energy consumption, low pollution and low emission. As mentioned in the guidance on energy conservation and emission reduction of Circulation Industry issued by the Ministry of Commerce [2], in order to complete the 13th five year plan more efficiently, it is necessary to promote the economic model of low energy consumption and waste in China, and pay close attention to whether the resources are saved and the environment is protected. Among them are the research and development and promotion of new energy vehicles. Based on the current consumption situation of Toyota new energy vehicles, this paper first constructs a low-carbon consumption influencing factor model based on the theory of planned behavior, and puts forward the corresponding research hypothesis. Then through the empirical analysis, the characteristics of individual description and the objective environment of low-carbon products are analyzed, and the relevant influencing factors are obtained. Among them, SPSS and Amos are used to get the conditions and significance of the hypothesis. Then it is introduced into the case of Toyota new energy vehicles to explain the main reasons for low-carbon consumption. Finally, it puts forward opinions or suggestions to the government, enterprises and consumers respectively. The results show that: first, the factors that affect low-carbon consumption are significant in terms of individual descriptive characteristics, education and income. Then it shows that there are obvious differences among the consumer groups, and with the increase of education and income, there is an optimistic trend of purchase. On the contrary, when the education is lower than college, the low-income groups mostly don't care whether the products are low-carbon or not, they prefer products with high cost performance. Second, the factors that 4 affect low-carbon consumption in the low-carbon objective environment, low-carbon attitude, regulatory norms, perceived behavior norms, all play a positive role in low-carbon consumption intention; low-carbon cognitive bias, product cognitive bias, product awareness all play a positive role in consumer payment behavior. Then it shows that consumers will be influenced by group feedback, individual low-carbon cognition, introduction of products by merchants and deviation after purchase. When the group's positive feedback is higher, the individual pays more attention to low-carbon environmental protection, and the merchant's introduction to the product is more detailed, the consumer's purchase desire for low-carbon products is stronger, and when it happens to be within the payment range, it will often promote the selection of low-carbon products. According to the above conclusions, this paper puts forward suggestions or opinions on promoting low-carbon consumption from the three roles of government, enterprises and consumers. KEY WORDS：Supply chain management; Cognitive bias; Informedness; Low-carbon consumption; Empirical analysis 5 目 录 摘要 .... 2 ABSTRACT 3 目 录 5 第1章 绪论 ................... 1 1.1 研究背景及意义 .............................. 1 1.1.1 研究背景........... 1 1.1.2 研究意义........... 2 1.2 研究内容与方法 .............................. 3 1.2.1 研究内容........... 3 1.2.2 研究方法........... 4 1.3 研究的创新点 ... 5 第2章 理论基础与研究综述 ...................... 6 2.1 理论基础 ........... 6 2.1.1 低碳供应链理论基础...................... 6 2.1.2 低碳消费理论基础.......................... 7 2.1.3 低碳供应链与低碳消费的融合...... 9 2.2 研究综述 ......... 12 2.2.1 认知偏差的综述............................ 12 2.2.2 知情度的综述. 14 2.2.3 支付意愿的综述............................ 14 2.2.4 低碳消费影响因素的综述............ 15 2.2.5 低碳供应链管理的综述................ 16 2.3 小结 ................. 17 第3章 丰田新能源汽车发展现状 ............ 18 3.1 新能源汽车发展现状 .................... 18 3.1.1 新能源汽车发展现状.................... 18 3.1.2 新能源汽车发展中存在的问题.... 19 6 3.2 丰田新能源汽车的发展现状 ........ 19 3.2.1 丰田新能源汽车的发展作用........ 19 3.2.2 丰田新能源汽车发展中存在的问题........................... 20 3.3 小结 ................. 21 第4章 低碳消费模型设计 ........................ 22 4.1 技术理论及模型建立 .................... 22 4.1.1 计划行为理论. 22 4.1.2 低碳行为意向的影响因素模型.... 22 4.1.3 低碳消费环境下的行为意向影响因素模型............... 23 4.2 潜变量的观察变量设计 ................ 24 4.2.1 基于计划行为理论的变量测量题项........................... 24 4.2.2 新解释变量的测量题项................ 25 4.3 研究假设 ......... 25 4.3.1 基于计划行为理论的假设............ 26 4.3.2 新解释变量的相关假设................ 26 4.3.3 个体特征的相关假设.................... 26 4.3.4 综合假设......... 27 4.4 问卷设计 ......... 27 4.5 测量题项的设计 ............................ 28 4.5.1 基础变量的测量题项设计............ 28 4.5.2 新解释变量的测量题项设计........ 29 4.6 初始问卷前测分析 ........................ 31 4.6.1 信度分析......... 31 4.6.2 效度分析......... 32 4.7 正式问卷的收集与处理 ................ 34 4.7.1 问卷发放与收集............................ 34 4.7.2 数据处理方法. 34 4.8 小结 ................. 35 第5章 低碳消费数据分析 ........................ 36 5.1 描述性统计分析 ............................ 36 7 5.2 信度与效度检验 ............................ 37 5.2.1 信度检验......... 37 5.2.2 效度检验......... 38 5.2.3 收敛效度检验. 39 5.2.4 区别效度检验. 40 5.3 方差分析 ......... 42 5.3.1 性别对各因子的独立样本T检验 .............................. 42 5.3.2 年龄对各因子的单因素方差分析 45 5.3.3 学历对各因子的单因素方差分析 46 5.3.4 收入对各因子的单因素方差分析 47 5.4 模型检验 ......... 48 5.4.1 模型建构与识别............................ 48 5.4.2 模型参数分析. 48 5.4.3 模型中介效果检验........................ 51 5.5 小结 ................. 52 5.5.1 个体特征小结. 52 5.5.2 低碳行为理论结论........................ 53 第6章 研究总结与展望 ............................ 54 6.1 低碳消费环境下的对策建议 ........ 54 6.1.1 关于政府的对策建议.................... 54 6.1.2 关于丰田企业的对策建议............ 55 6.1.3 关于消费者的对策建议................ 57 6.2 研究不足与展望 ............................ 57 6.2.1 研究不足.......