An Empirical study of the 'low-carbon' consumer's characteristics in Mongolia

[[abstract]]In recent years, there has been worldwide discussion of within the subject of global warming. The natural ecosystems of Mongolia are relatively fragile, highly susceptible to degradation by extreme climatic events and human activities, and are slow to recover. The climate change studies conducted in Mongolia concluded that global warming will have a significant impact on natural resources such as water resources, natural rangeland, land use, snow cover, and permafrost, major economic activity of arable farming, livestock, and society of Mongolia. The aim of this study proposes to determine the characteristics to profile the ?low-carbon? consumer. Research framework and several hypotheses were developed and tested empirically through survey data from consumers. An extensive survey of 420 Mongolian consumers was carried out by questionnaire from Jan to April, 2012. Scale reliability was checked by Cronbach?s alpha that result was moderate and justifiable ranged from 0.346-0.766. Measurement validity was made upon factor analysis and some items were deleted upon its consistency and factor loading and consistent factors retained for running final statistics analysis; its results meet the all criteria and considered as valid. The findings of this study should be viewed with certain limitation in mind. A possible limitation of this study was the reliability of responses given by respondents due to the online postal survey in which many of respondents might not have been responded truly that