Analysis of Factors Influencing Carbon Neutrality Payment Intention: Taking Zhaotong City as an Example

In order to understand the influencing factors of Zhaotong residents' willingness to pay for carbon neutrality, and strengthen the idea and behavior of carbon neutrality consumption, this paper uses the method of sampling survey to analyze Zhaotong residents. A total of 522 valid sample data were received in this survey. Through statistical analysis and the establishment of a stepwise regression model, the study found that Zhaotong residents were influenced by environmental protection awareness or people around them, and they were more willing to participate in carbon neutral action. Boys had a higher willingness to pay than girls, which was related to the cognitive and personality characteristics. Age, education, occupation and income have a positive relationship with carbon neutral willingness to pay to a certain extent, that is, the higher the age, education, occupation and income, the stronger the carbon neutral willingness to pay.