Research on the Influence Factors of Low-carbon Diet Behavior Intention

Purpose - This study constructs an impact model of low-carbon diet behavior intention, explores the influencing factors and mechanism of low-carbon diet behavior intention, and puts forward policy and management suggestions accordingly. Design/Methodology/Approach - Based on t he t heory of planned behavior, t he i nfluence model of low-carbon diet behavior intention was constructed to explain the relationship between low-carbon diet knowledge, low-carbon diet attitude, subjective norms, perceived behavior control and low-carbon diet behavior intention. Findings - The empirical study shows that low-carbon diet knowledge positively predicts low-carbon diet attitude, and low-carbon diet attitude, subjective norm and perceived behavior control all positively predict low-carbon diet behavior intention. Among them, low-carbon diet attitude has the best explanatory effect on behavior intention, followed by perceived behavior control, and finally subjective norm. The theoretical model has a good explanatory power for low-carbon diet behavior intention. Research Implications - According to the research conclusion, to change the behavior intention, should focus on improving the individual’s low-carbon diet knowledge, establishing a positive low-carbon diet attitude, using the reference group to exert influence on individuals, and reducing the perceived difficulty of engaging in low-carbon diet as far as possible.