What maintains low-carbon consumption behaviors: Evidence from China

Promoting the adoption and maintenance of low-carbon consumption behaviors (LCBs) is a global climate action. Most prior studies have considered only the adoption of LCBs and not explored how behavioral characteristics and emotions influence individual behaviors. To address these limitations, this study builds a dual-level integrated model to detect the maintenance rate of various LCBs and identify what factors affect behavioral maintenance. Using data collected from 2052 residents in China, generalized linear mixed models are employed to examine the effects of behavioral and individual-level factors and of social interaction on the maintenance of LCBs. Robustness is checked using the instrumental variable method, least-squares dummy variable method, and Probit approach. The estimated maintenance rate for different LCBs ranges between 29.02 % and 83.49 %, while the estimated cessation rate ranges between 2.31 % and 6.58 %. Maintenance of LCBs is positively affected by context stability but negatively influenced by effort expectancy. Anticipated guilt is identified as the strongest driver (positive) of maintenance of LCBs for all tested variables, followed by symbol expectancy. However, neither behavior routinization nor anticipated pride is found to be significantly associated with behavioral maintenance. The effects of anticipated guilt, effort expectancy, and symbol expectancy on behavioral maintenance are moderated by social interaction. Regarding demographics, family size is positively associated with behavioral maintenance, while females are more likely than males to maintain LCBs. These findings address the under-studied effects of behavioral characteristics and emotions on behavioral maintenance, and provide new insights for redefining target interventions to engage the public in maintaining LCBs.