A new perspective to promote sustainable low-carbon consumption: The influence of informational incentive and social influence

Abstract

In the era of internet-based information, how to promote sustainable low-carbon consumption by residents through information incentives and social influence is a pressing question that needs to be solved urgently. This study develops an explanatory model to explain how information incentives and social influence affect sustainable low-carbon consumption by residents. Data were collected from residents by large-scale online surveys in China. Partial least squares (PLS) regression was used to evaluate the model in its theory-mediated model scope to make it better than multiple regression. The empirical results show that purchase behavior, daily use behavior, waste disposal behavior, and public participation behavior define sustainable low-carbon consumption behavior; information incentives and social influence are two important predictors for low-carbon consumption behavior; at the level of information motivation, emotional information has a greater impact on low-carbon consumption behavior than rational information; and at the level of social influence, the influence of peer imitation is greater than that of endorsements and social norms. This study provides interesting insights into the important role of information and social networks for promoting low-carbon consumption behavior. Finally, we propose an information-based guidance policy to promote low-carbon consumption behavior based on social influence.