Low-Carbon Consumption Intention as Risk Management: Evidence from China on Theory of Planned Behavior, Social Influence, and the Moderating Role of Environmental Concern.

Abstract

Purpose: Climate change and environmental degradation have become important sources of public and environmental risk. From a risk-management perspective, low-carbon consumption intention may serve as an upstream behavioral pathway for mitigating carbon-related risks. This study integrates the theory of planned behavior and social influence theory to examine the determinants of low-carbon consumption intention in China and the moderating role of environmental concern.

Methodology: The study conducted a survey that consisted of 333 participants recruited via an online questionnaire platform in China and examined the relationships among attitude, subjective norms, perceived behavioral control, peer imitation, endorsement influence, and low-carbon consumption intention. Confirmatory factor analysis was performed using AMOS 29 to assess the measurement model, and hierarchical ordinary least squares regression was conducted using SPSS 27 to test the proposed hypotheses and interaction effects.

Results: Regression results indicated that attitude and peer imitation were significantly and positively associated with low-carbon consumption intention, whereas subjective norms, perceived behavioral control, and endorsement influence were not significant predictors. Environmental concern was positively associated with low-carbon consumption intention and significantly weakened the effects of all five antecedents on it.

Conclusion: The findings suggest that low-carbon consumption intention is shaped by favorable individual evaluations and visible peer practices. Interventions promoting low-carbon lifestyles should emphasize attitude formation and peer-based social cues, while tailoring communication strategies according to individuals' levels of environmental concern.