消费心理学视域下助推“双碳”目标实现的路径探析
Exploring the Path to Achieve the “Du-al-Carbon” Goal from the Perspective of Consumption Psychology

如期实现碳达峰碳中和，是我们立足新时代作出的重要战略擘画，是推动实现中国式现代化的重大顶层设计。“双碳”目标是一场涉及领域广泛的大变革，借助消费心理学工具，发挥绿色消费心理作用是助推“双碳”目标的关键一环。基于此，从群体生活消费过程中的心理活动规律及个性心理特征出发，更好地发挥绿色消费对“双碳”目标实现的积极作用，应从重塑个人消费观念认知、规范群体社会性消费行为、推进消费产业体制改革等路径采取有效措施，为积极稳妥实现“双碳”目标提供重要方向。
Achieving carbon peak and carbon neutrality on schedule is a crucial strategic initiative deeply embedded in the new era, serving as a significant top-level design to advance Chinese-style mod-ernization distinctively. The “dual-carbon” goal necessitates a comprehensive transformation across diverse sectors, and leveraging consumer psychology tools to harness the impact of green consump-tion mentality emerges as a critical driver for the “dual-carbon” goal. Based on this, from the psy-chological activity law and individual psychological characteristics in the process of group life con-sumption, to better play the positive role of green consumption in the realization of the “du-al-carbon” goal, effective measures should be taken from the path of reshaping individual consump-tion concepts and cognition, regulating the social consumption behaviors of the group, and pushing forward the reform of the consumption industry system, so as to contribute to the active and steady realization of the “dual-carbon” goal.