Empirical Research of Social Norms Affecting Urban Residents Low Carbon Energy Consumption Behavior

Firstly, this paper defined urban residents low carbonization energy consumption behavior as two aspects: the purchasing and choosing behavior and daily using behavior, and then based on the literature researches, this paper developed the conceptual model of social norms affecting urban residents low carbon energy consumption behavior. Taking Xuzhou as an example, through 280 valid sample, using LISREL 8.7, this paper verified and corrected the conceptual model, The results showed that the stronger the social norms of low carbon energy-saving orientation, the stronger the residents low carbon behavior intention; The stronger the residents low carbon behavior intention, the more positive the low carbonization energy consumption behavior; Social norms cannot directly play a role in residents' energy consumption behavior, can only have indirectly and positive effect on residents behavior via behavior intention.