The role of incentive policies and personal innovativeness in consumers' carbon footprint tracking apps adoption in China

Abstract

The annual global greenhouse gas emissions are predicted to increase by 124% in 2030, higher than what is required to decrease the global temperature. China is the leading source of carbon emissions related to consumption and has become the focal point of worldwide efforts to lower carbon emissions. Using applications that monitor individual consumption and offer emissions reports will aid consumers in effectively controlling and mitigating their carbon footprint. There is a dearth of consumer understanding regarding the consequences of their everyday consumption-related carbon emissions. This paper uses Shanghai as the study area to assess the variables that encourage consumers to use carbon footprint monitoring applications in China. The integrated technology acceptance model (TAM) and theory of planned behaviour (TPB) were expanded to include personal innovativeness and incentive policies to achieve this aim. In total, 571 responses to legitimate questionnaires were collected. An empirical assessment was conducted using a structural equation modeling to examine the variables impacting consumers' usage of carbon footprint monitoring applications. The results suggest that personal innovativeness, incentive policies, attitude, subjective norm, perceived behavioural control, perceived usefulness, and perceived ease-of-use influence consumers' usage of carbon footprint monitoring applications positively and significantly. The research outcomes provide complete insight into consumer behaviour concerning adopting carbon footprint tracking apps. Besides, the study offers policy implications for decision-makers and potential stakeholders.