Research on differences in the factors influencing the energy-saving behavior of urban and rural residents in China-A case study of Jiangsu Province

As environmental problems grow increasingly prominent, energy-saving behavior research has gradually captured the attention of scholars throughout the world. This paper conducts a study of energy-saving behavior and the influencing factors using correlation analysis, multiple regression analysis and other research methods; it focuses first on urban and rural residents in Jiangsu Province and then regionally on North Jiangsu, Middle Jiangsu and South Jiangsu. The results show that (1) urban residents in Jiangsu Province tend to engage in more energy-saving activities than rural residents; regionally, the energy-saving tendencies of residents from the area can be ranked as follows: Middle Jiangsu residents > North Jiangsu residents > South Jiangsu residents. (2) Urban-rural differences and regional differences also exist in Jiangsu Province in terms of both buying choice behavior and daily use behavior. With regard to regional differences in the factors influencing buying choice behavior and daily use behavior to support energy saving, North Jiangsu residents are most influenced by a sense of responsibility for the environment, Middle Jiangsu residents by policies and regulations and energy-saving knowledge, and South Jiangsu residents by low-carbon energy-saving willingness and energy-saving knowledge. This paper offers differentiated guidance regarding policies based on its research conclusions.