Influencing Factors of Commercial Energy Consumption Intention of Rural Residents: Evidence from Rural Chengdu

Aichun Jiang, Qian Zhong, Yan Wang, Yibin Ao and Chuan Chen
Additional contact information
Aichun Jiang: Business School, Sichuan University, Chengdu 610065, China
Qian Zhong: Department of Architectural Engineering, Sichuan Electronic and Mechanic Vocational College, Mianyang 621000, China
Yan Wang: Department of Engineering Management, Sichuan College of Architectural Technology, Deyang 618000, China
Yibin Ao: College of Environment and Civil Engineering, Chengdu University of Technology, Chengdu 610065, China
Chuan Chen: Business School, Sichuan University, Chengdu 610065, China

Energies, 2021, vol. 14, issue 4, 1-15

Abstract: With rapid rural urbanization and new rural construction, the commercial energy consumption of rural residents shows a trend of rapid growth, and China’s rural areas are also faced with environmental challenges brought by the increase of commercial energy consumption. China’s commercial energy consumption behavior of rural residents has also undergone tremendous changes. However, scholars have neglected the research on rural residents’ commercial energy consumption intention from a micro perspective. Therefore, this study takes the 5 villages in Chengdu out of the 100 representative villages in the Sichuan province as examples. From the perspective of the head of a family of permanent rural residents, extended planned behavior theory, exploratory factor analysis, and structural equation modeling are used to explore the influencing factors of rural resident commercial energy consumption intention and their relationship. Findings show that subjective norm, perceived behavioral control (PBC), and habit significantly affect residents’ behavioral intention. Habits significantly influence subjective norms and PBC. Therefore, in the new rural construction, rural residents are the main body and participants of energy consumption. Local government departments should plan reasonably according to the needs and characteristics of residents, constantly improve commercial energy infrastructure, improve service level, and further strengthen farmers’ attitude and satisfaction toward commercial energy. Moreover, they should increase the publicity and education of commercial energy, advocate green housing, and promote energy saving consumption reduction, and sustainable development in new rural areas.

Keywords: commercial energy consumption; rural residents; theory of planned behavior; exploratory factor analysis; SEM; empirical research (search for similar items in EconPapers)
JEL-codes: Q Q0 Q4 Q40 Q41 Q42 Q43 Q47 Q48 Q49 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/1996-1073/14/4/1010/pdf (application/pdf)
https://www.mdpi.com/1996-1073/14/4/1010/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jeners:v:14:y:2021:i:4:p:1010-:d:499675

Access Statistics for this article

Energies is currently edited by Ms. Agatha Cao

More articles in Energies from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().