Research on Chinese Rural Resident’ Energy-saving Behavior of Habit Adjustment --Based on Behavioral Reasoning Theory

With the increasing public’s energy consumption, the resident’s energy-saving behavior has been paid more attention by all walks of life. Therefore, it is important to find out what factors influence the public's energy-saving behavior. The paper constructs a conceptual model of Chinese rural residents' energy-saving behavior of habit adjustment based on behavioral reasoning theory. It examines the energy-saving behavior of habit adjustment of rural residents on the basis of investigation data from rural residents in China. We reach the following conclusions: environment values not only significantly influence global motives (including attitudes about saving energy, subjective norms, perceived behavioral control) but also via the reasons for behavior have indirectly influences to it, thereby influencing rural residents' energy-saving intentions. The reasons for behavior have an indirect impact on rural residents' energy-saving intentions via the global motives. The reasons for behavior also directly influence the rural residents' energy-saving intentions. The attitudes about saving energy, the subjective norms and the perceived behavioral control have indirectly positive impacts on rural residents' energy-saving behavior of habit adjustment via the energy-saving intentions. The Poyang Lake Ecological Zone has an important ecological protection function in China. Promoting rural residents in there to save energy can effectively protect the environment.