Title: Research on impact factors of Chinese urban residents' voluntary carbon-reducing behaviour based on the moderating role of flexible nudging

Authors: Ting Yue; Yingkai Zhang; Jing Zhou; Ruyin Long; Hong Chen; Lan Zhang

Addresses: School of Economics and Management, China University of Mining and Technology, Xuzhou, China ' School of Economics and Management, China University of Mining and Technology, Xuzhou, China ' School of Economics and Management, China University of Mining and Technology, Xuzhou, China ' School of Business, Jiangnan University, Wuxi, China; The Institute for Jiangnan Culture, Jiangnan University, Wuxi, China ' School of Business, Jiangnan University, Wuxi, China; Research Institute of National Security and Green Development, Jiangnan University, Wuxi, China ' School of Economics and Management, China University of Mining and Technology, Xuzhou, China

Abstract: Urban residents' behaviour is the primary cause of carbon emissions; flexible nudge encourages individuals to voluntarily adopt a certain behaviour to cut that down. This study proposed a definition, dimensions, and a theoretical model of voluntary carbon-reducing behaviour. Results from testing 902 valid questionnaires showed that: 1) private voluntary carbon-reducing behaviour is better implemented than public behaviour; 2) significant differences exist in age, marital status, and educational level; 3) psychological variables indirectly affect voluntary carbon-reducing behaviour through intention; 4) flexible nudging has significant moderating roles. Guiding strategies are suggested to encourage urban residents to voluntarily reduce carbon emissions.

Keywords: carbon emission; voluntary carbon-reducing behaviour; flexible nudging; behavioural nudge.

DOI: 10.1504/IJGW.2024.138436

International Journal of Global Warming, 2024 Vol.33 No.2, pp.185 - 205

Received: 17 Aug 2023
Accepted: 10 Jan 2024
Published online: 03 May 2024 *

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