全球气候变化形势日趋严峻，削减碳排放、应对气候变化已经成为全社会的共识。在削减碳排放的过程中，不仅要降低生产、流通部门（企业）的碳排放，而且要降低消费部门（公众和消费者）的碳排放。事实上，公众消费对碳排放具有非常重要的影响，且公众消费导致的碳排放总量和比重均呈现不断增加的趋势，公众已经成为碳排放的一个主要群体。在这一背景下，加强对公众消费行为的引导和管制，降低公众日常消费过程中的直接和间接碳排放，已成为当前一个重要的现实课题。

理论界对于公众低碳消费行为及其客观规律缺乏理论和实证研究。对于低碳消费行为，它与相关消费行为（如绿色消费行为、能源节约行为等）有何根本差异？这种差异对理论发展和政策实施存在哪些实质性影响？为什么有些人未能或不愿意实施低碳消费行为？低碳消费行为的影响因素及其影响路径和机制是什么？低碳消费行为的干预政策及其干预路径和机制是什么？对这些问题，理论界还没有很好地解决。相应的，探索公众低碳消费行为及其客观规律已成为理论界一个迫切的理论课题。

本书在汲取国内外相关研究成果的基础上，对公众低碳消费行为的内涵、外延、本质特征、分类维度进行基本理论分析，探索影响公众低碳消费行为的关键性因素，并对这些影响因素的相互关系和作用路径进行实证检验，在此基础上对公众低碳消费行为的干预政策及其干预路径进行实证检验。最终建构公众低碳消费行为机理的理论模型，为政府有效推进公众在消费过程中树立低碳消费理念提供科学的决策依据。

本书共八章。第一章提出研究背景和意义、研究目标、研究内容、研究方法、技术路线和主要创新。第二章分析低碳消费行为的内涵界定、本质特征和分类维度。第三章对低碳消费行为的影响因素和影响机制文献进行回顾和述评。第四章回顾并评析低碳消费行为干预政策（包括前置政策和后继政策两类）的相关研究文献。第五章对本书研究设计、资料收集方法和资料分析技术进行阐述。第六章探究影响微观个体在消费过程中实行低碳消费行为的深层次因素，以及这些影响因素对个体行为的作用机制。第七章对低碳消费行为的干预政策及其干预路径进行实证检验。第八章总结低碳消费行为机理的整合模型，并提出相应的政策思路和实施路径。

本书采用质化研究方法进行探索性研究。通过对代表性公众进行深度访谈和实地观测以收集第一手资料，以深度访谈为主。采取焦点小组访谈和个人深度访谈两种访谈方式。其中，焦点小组访谈共进行了6次，共21位参与者；个人深度访谈采用面对面访谈和网络在线访谈两种形式，共85位受访者。最终共获得36万余字的第一手资料。对资料分析时主要采用扎根理论这一研究技术。按照开放式编码、主轴编码、选择性编码、理论饱和度检验和模型建构的操作程序进行编码、提炼、比较、归纳、概括和整合，以探索低碳消费行为的影响机制和干预路径。

通过理论和实证研究，本书分别构建了低碳消费行为的影响机制模型（即意识—情境—影响模型）和低碳消费行为的干预路径模型（即信息—结构—干预模型），在此基础上，构建了低碳消费行为的影响机制和干预路径的整合模型（低碳消费行为机理的整合模型）。该模型不但揭示出情境结构变革、传播沟通教育、低碳心理意识、个体实施成本、社会参照规范和低碳消费行为各主范畴之间的关系，还探索了各主范畴的构成因子和形成机理，发展了公众低碳消费行为的理论构架，对探索低碳消费行为机理具有理论和现实意义。

本书的创新之处的主要体现：首先，对公众低碳消费行为的内涵、外延、维度特征进行了深入的基础性研究，为审视低碳消费行为的黑箱提供了借鉴；其次，基于扎根理论构建了公众低碳消费行为的影响机制和干预路径的整合模型，为剖析公众低碳消费行为机理提供全新的视角、模型、路径和方法；最后，提出并论证低碳消费行为的干预政策及其干预路径，为政府引导公众转向低碳消费行为模式提供可操作的实施方案。

目前国内外关于低碳消费行为的深度研究还非常少见，本书作为一个探索也存在一些不足，请读者指正。

The global climate change situation is becoming increasingly severe, and reducing carbon emissions and addressing climate change has become the consensus of the whole society. In the process of reducing carbon emissions, it is necessary to reduce carbon emissions not only in the production and distribution sectors (enterprises), but also in the consumer sector (public and consumers). In fact, public consumption has a very important impact on carbon emissions, and the total amount and proportion of carbon emissions caused by public consumption are showing an increasing trend, and the public has become a major group of carbon emissions. In this context, strengthening the guidance and control of public consumption behavior and reducing direct and indirect carbon emissions in the daily consumption process of the public have become an important practical issue. There is a lack of theoretical and empirical research on the public's low-carbon consumption behavior and its objective laws. For low-carbon consumption behavior, what is the fundamental difference between it and related consumption behavior (such as green consumption behavior, energy saving behavior, etc.)? What are the substantive implications of this difference for theoretical development and policy implementation? Why are some people unwilling or unwilling to implement low-carbon consumption behaviours? What are the influencing factors of low-carbon consumption behavior, as well as their impact paths and mechanisms? What are the intervention policies and intervention paths and mechanisms of low-carbon consumption behavior? These problems have not been well solved by the theoretical community. Correspondingly, exploring the public's low-carbon consumption behavior and its objective laws has become an urgent theoretical topic in the theoretical circles. Based on the relevant research results at home and abroad, this book analyzes the connotation, extension, essential characteristics and classification dimensions of public low-carbon consumption behavior, explores the key factors affecting public low-carbon consumption behavior, and empirically tests the interrelationship and action path of these influencing factors, and empirically tests the intervention policy and intervention path of public low-carbon consumption behavior on this basis. Finally, a theoretical model of the public's low-carbon consumption behavior mechanism is constructed, which provides a scientific decision-making basis for the government to effectively promote the public's establishment of low-carbon consumption concept in the consumption process. The book consists of eight chapters. The first chapter puts forward the research background and significance, research objectives, research content, research methods, technical routes and main innovations. Chapter 2 analyzes the connotation definition, essential characteristics and classification dimensions of low-carbon consumption behavior. Chapter 3 reviews and reviews the influencing factors and mechanisms of low-carbon consumption behavior. Chapter 4 reviews and reviews the relevant research literature on low-carbon consumption behavior intervention policies (including pre-existing policies and successor policies). Chapter 5 describes the research design, data collection methods, and data analysis techniques of this book. Chapter 6 explores the deep-seated factors influencing micro-individuals' low-carbon consumption behavior in the consumption process, and the mechanism of these influencing factors on individual behavior. Chapter 7 provides an empirical test of intervention policies and intervention pathways for low-carbon consumption behavior. Chapter 8 summarizes the integrated model of low-carbon consumption behavior mechanism, and puts forward corresponding policy ideas and implementation paths. This book uses qualitative research methods for exploratory research. Through in-depth interviews and field observations of representative members of the public to collect first-hand information, in-depth interviews are the mainstay. Focus group interviews and individual in-depth interviews were used. Among them, focus group interviews were conducted 6 times, with a total of 21 participants; The personal in-depth interview was conducted in the form of face-to-face interview and online online interview, with a total of 85 respondents. In the end, a total of more than 360,000 words of first-hand information were obtained. The research technique of grounded theory is mainly used in the analysis of data. According to the operating procedures of open coding, spindle coding, selective coding, theoretical saturation test and model construction, coding, refinement, comparison, induction, generalization and integration were carried out to explore the influence mechanism and intervention path of low-carbon consumption behavior. Through theoretical and empirical research, this book constructs the impact mechanism model of low-carbon consumption behavior (i.e. consciousness-context-impact model) and the intervention path model of low-carbon consumption behavior (i.e. information-structure-intervention model), on this basis, the integrated model of the impact mechanism and intervention path of low-carbon consumption behavior (the integrated model of low-carbon consumption behavior mechanism) is constructed. This model not only reveals the relationship between the main categories of situational structure change, communication education, low-carbon psychological awareness, individual implementation costs, social reference norms and low-carbon consumption behavior, but also explores the constituent factors and formation mechanisms of each main category, and develops the theoretical framework of public low-carbon consumption behavior, which has theoretical and practical significance for exploring the mechanism of low-carbon consumption behavior. The main embodiments of the innovation of this book are: first, it conducts in-depth basic research on the connotation, extension and dimensional characteristics of public low-carbon consumption behavior, which provides reference for examining the black box of low-carbon consumption behavior; Secondly, based on the grounded theory, an integrated model of the influence mechanism and intervention path of public low-carbon consumption behavior is constructed, which provides a new perspective, model, path and method for analyzing the mechanism of public low-carbon consumption behavior. Finally, the intervention policy and intervention path of low-carbon consumption behavior are proposed and demonstrated, and an operable implementation plan is provided for the government to guide the public to switch to low-carbon consumption behavior mode. At present, in-depth research on low-carbon consumption behavior at home and abroad is still very rare, and this book also has some shortcomings as an exploration, please correct readers.（AI翻译）