Analysis of the mediating role of social network embeddedness on low-carbon household behaviour: Evidence from China

Abstract

Based on Social Network Theory and the Planned Behaviour Theory, this paper adopts a multi-group analysis of structural equation model and uses the low-carbon behavioural intention as a mediator to analyse the role of social network embeddedness in influencing residents' low-carbon household behaviours. Based on the reliability test of the scale and the first-order confirmatory factor analysis, the direct and mediating effect dual models are used to verify the proposed research hypothesis; furthermore, based on demographic and family characteristics, a multi-group structural equation model analysis is conducted. The empirical results show that social network embeddedness will significantly improve residents' low-carbon household behaviours and reduce household carbon emissions. Social networks will embed residents' low-carbon household behaviours through direct effects and incomplete mediation of low-carbon behavioural intentions as mediators. Multi-group analysis result shows that female and highly-educated groups exhibited better low-carbon household behaviours, and different family scales, monthly incomes and consumption, housing size, and living area show significant influences on low-carbon household behaviours.