Pathways to a greener China

Abstract

This study utilizes the Theory of Planned Behavior (TPB) to investigate the influence of TPB elements on the adoption of a low-carbon lifestyle among Chinese consumers, covering various aspects including diet, transport and shopping behavior for a holistic view. According to TPB, attitude, subjective norms, and perceived behavioral control (PBC) are key determinants of behavioral intentions. In this study, PBC is measured by knowledge of climate impact and barriers to a low-carbon lifestyle. Additionally, this study examines how socioeconomic factors including gender, age, and income potentially modulate these relationships. Two SEM (structural equation modeling) models are performed, to analyze the direct and moderating effects of the TPB elements on the various aspects of a low-carbon lifestyle. Results show that subjective norms and barriers to a low-carbon lifestyle, influence all three aspects of low-carbon lifestyle in a consistent way. In contrast, subjective norms exert a consistently positive influence on the adoption of a low-carbon lifestyle, whereas barriers exert a consistently negative influence. Effects of attitude and knowledge of climate impact, vary depending on the specific aspect. Attitude only exerts a significant positive effect on transport and a non-significant effect on diet and shopping behavior. Knowledge yields positive influences on all aspects, but the strength of the effect differs. This research uncovers the nuances between TPB elements and aspects of a low-carbon lifestyle as they can be different dependent on the TPB element and aspect of a low-carbon lifestyle. In some cases, socioeconomic factors were found to significantly moderate the relationships. The results of this study underscore the importance of promoting social support and knowledge of climate impact and the value of eliminating potential barriers, to enhance the adoption of a low- carbon lifestyle. This study contributes to the literature by providing a comprehensive analysis of different aspects of a low-carbon lifestyle, rather than focusing on a single aspect or merging all aspects into one. The insights gained in this study can be used as policy recommendations to help China achieve its climate goals in the future.