How to encourage the public to actively practice green and low-carbon consumption? The interaction between individual psychology and urban situational factors
Abstract
Most studies explaining green and low-carbon consumption behavior mainly focus on a single influence at the individual psychological level, while ignoring the multilevel interaction between macro situational factors and individual factors in nested cities. Therefore, based on large-scale survey data and national statistical data from 35 cities in China, this article integrates individual-level psychological factors with urban-level background factors, employs a multilevel structural equation model (MSEM) to investigate the key influencing factors and mechanisms of individual green and low-carbon consumption behavior. It examines consumption behavior with four different characteristics: green food consumption, green low-carbon travel, green energy consumption, and green living. The results indicate that at the individual level, consumer perceived value and perceived behavioral control actively promote four types of green and low-carbon consumption practices, with conditional value having the most extensive promotion effect. At the urban level, environmental pollution, economic development, and social development can all encourage low-carbon consumption behavior. Moreover, the level of social development positively moderates the relationship between environmental pollution perception and green consumption intention. The level of environmental pollution positively moderates the relationship between environmental attitudes and green low-carbon travel. However, the level of economic development suppresses the promotion effect of environmental pollution perception on environmental attitudes. Therefore, in the formulation of environmental policies, full consideration should be given to the development status of each region. To strengthen regional infrastructure and improve the incentive system for green and low-carbon markets, it is essential to utilize information dissemination channels flexibly.
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Data availability statement
The datasets used and/or analyzed during the current study are available from the corresponding author upon reasonable request.
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Biographies
Chuang Li is a professor and doctoral supervisor of the School of Business Administration of Jimei University. He graduated from Shanghai Jiaotong University with a doctor's degree. At present, His research focuses on the resource and environmental management.
Xiaoman Wang, a master of Jimei University. Her area of research is the green and low-carbon consumption focusing on green marketing.
Liping Wang is a professor and doctoral supervisor of the Finance and Economics College of Jimei University. She graduated from Donghua University with a doctor's degree. At present, her research focuses on the green economy and enterprise green management.
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Article first published online: March 23, 2026
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Data is available for this article. View more information
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Formal analysis, Supervision, Writing – review & editing, Project administration, Funding acquisition, Chuang Li; Data curation, Resources, Writing – original draft, Formal analysis, Validation, Xiaoman Wang; Conceptualization, Methodology, Writing – review & editing, Project administration, Funding acquisition, Formal analysis, Liping Wang.
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