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低碳消费方式是人类社会可持续发展的根本要求。本文首先对低碳消费的基本主张进行了梳理,基于消费心理学,对低碳消费偏好的形成机理进行了探讨,指出消费者的低碳认知是形成低碳偏好的重要动因,只有有效地影响消费者的认知过程,才能促进低碳消费行为的形成。在此基础上,本文提出了基于信息认知的低碳消费偏好引导路径。
Low-carbon consumption is the fundamental requirement of sustainable development of human society. Based on consumer psychology, this paper explores the formation mechanism of low-carbon consumption preferences. It points out that low carbon awareness of consumers is an important motivation for the formation of low-carbon preferences. Only effective Affect the consumer’s cognitive process, in order to promote the formation of low-carbon consumer behavior. On this basis, this paper proposes a guideline of low-carbon consumption preference based on information cognition.