CHAPTER 6 ANALYSIS REGARDING BEHAVIOURAL INTENTION AND MOTIVATION
6.4 F ORMATION OF WTS AND B EHAVIOUR M OTIVATION
6.4.4 Influence of Demographic Factors to the Formation of Behaviour Intention
Regarding the influence of demographic factors, from the tables, the results show that male are more likely to be environment motivated to do pro-environmental activities, except reusing and recycle than female.
Younger age (young and middle age) are always more likely to do the surveyed pro-environmental activities for the sake of the environment than the old people. Education is positively related with environmental motivation on all surveyed pro-environmental activities. While income not always positively related with environmental motivation.
From the above analysis, the author found that in Hangzhou, a generally positive relation between basic social value orientations and environmental motivation is indicated. There is an absolutely positive relationship between environmental motivation and AC. Male, younger and better educated people are inclined to be environment motivated to do the activities.
Figure 6-2a Influence of demographic factors to the formation of WTS in rural areas
In Figure 6-2a, the author found the positive and negative WTS responses are generally distributed on the two directions of axis 2, while the demographic factors are located along the axis 1. This indicates a weak relation between WTS and demographic factors. However, taking the axis 1 as the reference, the closer relations between positive WTS with high income, middle income and young age (18-34) are indicated. And the options of male, middle and high education are also located in right side of axis 1. By axis 1, the closer relationship between negative WTS with low income and middle age (35-49) are also indicated. And the options of female, old age (50 years and over) and low education are also located in the left side of axis 1.
Male
Female 18-34 years
35-49 years 50 years and over
Low education
MIddle education High education Low income
MIddle income
High income Positive money-sacrifice willingness
Negative money-sacrifice willingness
Positive life-sacrifice willingness
Negative life-sacrifice willingness
Positive tax-introduction willingness
Negative
tax-introduction willingness -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8
-1.5 -1 -0.5 0 0.5 1 1.5
Axis 2 : Eigenvalue = 1.455 (20.8%)
Axis 1 : Eigenvalue = 1.768 (25.3%)
F_Gender F_Age F_Education F_Income
Money-sacrifice willingness Life comfort-sacrifice willingness Tax-introduction willingness
Figure 6-2b Influence of demographic factors to the formation of WTS in Beijing
In Figure 6-2b, the author found the positive and negative WTS responses are generally distributed on the two directions of axis 2, while the demographic factors are located along the axis 1 which indicates a weak relation between WTS and demographic factors. However, taking the axis 1 as the reference, the closer relations between positive WTS with female, middle income, and together with high education, high income and young age (18-34 years) are indicated. Also by axis 1, the negative WTS with low income, middle and low education, middle and old age are indicated.
Male
Female 18-34 years
35-49 years
50 years and over Low education MIddle education High education
Low income Middle income
High income
Positive money-sacrifice willingness
Negative money-sacrifice willingness
Positive life-sacrifice willingness
Negative life-sacrifice willingness
Positive tax-introduction willingness
Negative tax-introduction willingness
-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.2
-1.5 -1 -0.5 0 0.5 1 1.5
Axis 2 : Eigenvalue = 1.391 (19.9%)
Axis 1 : Eigenvalue = 1.76 (25.1%)
F_Gender F_Age F_Education F_Income level
Money-sacrifice willingness Life comfort-sacrifice willingness Tax-introduction willingness
Figure 6-2c Influence of demographic factors to the formation of WTS in Hangzhou
In Figure 6-2c, positive WTS regarding money, life comfort and tax introduction aspects, together high income, middle education and middle age (35-49 years) are located in the upper right quadrant. This indicates that the high-educated, high-rich and middle aged people are more likely to form positive WTS. Negative WTS regarding money, life comfort and tax introduction aspects are located in the lower left quadrant. Old age (50 years and over), low education, and low income are located in the left upper quadrant. Taking the axis 1 as the reference, the somewhat closer relationship between negative WTS responses and old age, low education and low income can be seen. Gender factors are very close to the original point.
From the above analyses, the clearly causal relationship between WTS responses and demographic factors were not clearly showed, especially in Beijing. However, taking the axis 1 as a reference, a somewhat positive relationship between positive WTS with education and income, a somewhat negative relationship between positive WTS and age, were to some extent indicated. However, it is also should be noted that the
Male
Female
18-34 years 35-49 years
50 years and over Lower education
Middle education
High education Low income
Middle income
High income Positive money-sacrifice willingness
Negative money-sacrifice willingness
Positive life-sacrifice willingness
Negative life-sacrifice willingness
Positive tax-introduction willingness
Negative tax-introduction willingness
-1.4 -1.2 -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8
-1 -0.5 0 0.5 1
Axis 2 : Eigenvalue = 1.441 (20.6%)
Axis 1 : Eigenvalue 1.782 (25.5%)
F_Gender F_Age F_Education F_Income level
Money-sacrifice willingness Life comfort-sacrifice willingness Tax-introduction willingness
Regarding the influence of demographic factors to the formation of behaviour motivations, the analysis results are shown in Figure 6-3abc.
Figure 6-3a Influence of demographic factors to the formation of behavior motivation in rural areas
In Figure 6-3a, environment-motivated responses, together with male, high income as well as young age (18-34 years), high education are located in right side of axis 1. While money motivated responses, together with middle income, middle age and female as well as low education and old age are located in the left side of axis 1. From this distribution, the author found that in rural areas, male, high-rich, and also high educated and younger people are more inclined to be environment motivated. While female, middle age, and middle rich people, as well as low-educated and low rich people are inclined to be money motivated
Male
Female
18-34 years
35-49 years
50 years and over Low education
Middle education High education
Low income Middle income
High income To save money
In consideration of the environment To save money
In consideration of the environment To save money
In consideration of the environment To save money
In consideration of the environment To save money
In consideration of the environment
-1.5 -1 -0.5 0 0.5 1 1.5
-1 -0.5 0 0.5 1 1.5
Axis 2 : Eigenvalue = 1.823 (20.3%)
Axis 1 : Eigenvalue = 2.707 (30.1%)
F_Gender F_Age F_Education F_Income
REASONS - Purchase of eco-friendly products
REASONS - Reuse or recycle REASONS - Water saving REASONS - Energy saving
REASONS - Use of own shopping bag
Figure 6-3b Influence of demographic factors to the formation of behavior motivation in Beijing
In Figure 6-3b, environment-motivated responses, together with middle age (35-49 years) and male are located in the right upper quadrant. This group of options together with high education, high income and young age are also located in the right side of axis 1. Money-motivated responses, together old age (50 years and over) with low income, low education and female are located in the left side of axis 1. From this distribution and by connecting the positions of related demographic factors, the author found that in Beijing, middle social class (indicated by middle age, middle education and income) and male to somewhat are more likely to be environment-motivated to do the surveyed actives.
Male Female
18-34 years 35-49 years 50 years and over
Low education
Middle education
High education Low income
Middle income
High income To save money
In consideration of the environment
To save money
In consideration of the environment
To save money
In consideration of the environment
To save money In consideration of the environment To save money
In consideration of the environment
-1.5 -1 -0.5 0 0.5 1 1.5
-1.5 -1 -0.5 0 0.5 1
Axis 2 : Eigenvalue = 1.772 (19%)
Axis 1 : Eigenvalue = 2.699 (30%)
F_Gender F_Age F_Education F_Income level
REASONS - Purchase of eco-friendly products
REASONS - Reuse or recycle REASONS - Water saving REASONS - Energy saving
REASONS - Use of own shopping bag
Figure 6-3c Influence of demographic factors to the formation of behavior motivation in Beijing
In Figure 6-3c, environment-motivated responses, together with middle education, high and middle income, middle age (35-49 years) are generally located in the left upper quadrant of the figure. High education and young age (18-34 years) are also located in the left side of axis 1. Money motivated responses, together with lower education, old age (50 years and over), low income are located in right side of axis 1. From this distribution, the author found that in Hangzhou, the middle age, middle education and richer people are generally more inclined to be environment-motivated. Although not obvious, males in Hangzhou are generally more likely to be environment-motivated.
From above analysis, the author found that although the influence of demographic factors to behaviour is somewhat weak and different from areas to area. However, a generally tendency is that male, younger generation, better educated and richer people are more likely to be environment-motivated to behave the
Male
Female
18-34 years
35-49 years
50 years and over Lower education Middle education
High education
Low income
Middle income High income
To save money In consideration of the
environment
To save money In consideration of the
environment
To save money In consideration of the
environment
To save money In consideration of the
environment
To save money In consideration of the
environment
-1.2 -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1
-1.5 -1 -0.5 0 0.5 1
Axis 2 : Eigenvalue = 1.323 (14.7)
Axis 1 : Eigenvalue = 3.493 (38.8%)
F_Gender F_Age F_Education F_Income level
REASONS - Purchase of eco-friendly products
REASONS - Reuse or recycle REASONS - Water saving REASONS - Energy saving REASONS - Use of own shopping bag