Promoting low-carbon behaviors through increased media exposure of carbon peak and carbon neutrality: Low-carbon awareness as a mediator

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Published: Jul 5, 2023
DOI: https://doi.org/10.2224/sbp.12467
Issue: Vol. 51 No. 7 (2023)
Keywords:
carbon emissions, carbon peak, low-carbon awareness, low-carbon behavior, carbon neutrality, media exposure
Article Highlights

  • The focus in this research was on the priority of citizens’ low-carbon behavior, as well as the importance of media exposure in achieving carbon peak and carbon neutrality.

  • Media exposure about carbon emission peak and carbon neutrality was found to be positively related to citizens’ low-carbon behaviors.

  • Citizens’ low-carbon awareness mediated the link between media exposure and low-carbon behavior.

Main Article Content

Lei Xu
School of Economics and Management, Beijing Jiaotong University
Ruyi Zhang
Student Affairs Department, Shandong University
Mingyue Liu
School of Business, Qingdao University
Changlin Han
School of Business, Qingdao University
Hao Liu
School of Business, Qingdao University
Guangxi Hou
School of Business, Qingdao University
Shuting Li
School of Business, Qingdao University
Cite this article:  Xu, L., Zhang, R., Liu, M., Han, C., Liu, H., Hou, G., & Li, S. (2023). Promoting low-carbon behaviors through increased media exposure of carbon peak and carbon neutrality: Low-carbon awareness as a mediator. Social Behavior and Personality: An international journal, 51(7), e12467.


Abstract
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China has pledged to peak carbon emissions before 2030 and to strive to achieve carbon neutrality before 2060. To reveal the downward transfer of these state-level goals to the individual level, we conducted a study based on social cognitive theory and investigated the diffusion effect of media exposure. Specifically, we developed a model linking media exposure of carbon peak and carbon neutrality to citizens’ low-carbon behavior. We tested our model in a survey of 650 citizens in Mainland China. We found that media exposure about the carbon peak and carbon neutrality was positively related to citizens’ low-carbon behavior, and this relationship was mediated by low-carbon awareness. These findings create a connection between media communication and low-carbon behavior and provide the Chinese government with a long-term effective way to reduce residential carbon emissions.

With the continuous accumulation of long-lived, human-made greenhouse gases, global temperatures are growing higher and bringing a series of economic and social hazards to humans. To prevent the situation from escalating, the government in China has integrated low-carbon development concepts into its strategic planning and pledged a two-stage objective of achieving a carbon emissions peak by 2030 and carbon neutrality by 2060. This pledge has drawn widespread attention from mass media and resulted in the term “double carbon” being identified as one of the top 10 Chinese media buzzwords in 2021, which launched another wave of public low-carbon initiatives.

Domestic carbon emissions account for about 40% of total emissions in China. Realizing the significance of reducing residential carbon emissions, many scholars have started to conduct research to ascertain how to predict low-carbon behavior in the general public, and how best to elicit this behavior. However, despite this growing body of studies revealing the factors influencing citizens’ low-carbon behavior, there is little insight available on the specific information conveyed by the media; further, the role of the media in shaping residents’ low-carbon awareness and behavior has been ignored. An important aspect of this role is that the media occupy most of the information channels through which the general public recognizes the outside world (Han & Xu, 2020), which means the specific social issues exposed in the media, including environmental protection and proenvironmental practices, exert a powerful influence on public awareness, attitudes, and opinions and, ultimately, guide public participation (Han & Xu, 2020; Lee, 2011). Therefore, we believed that media exposure on the topics of carbon peak and carbon neutrality could promote corresponding shifts in awareness and behavior among the public.

Few studies have been conducted to explore the impact of media exposure on individuals’ low-carbon behavior. To fill this gap, we drew upon social cognitive theory (Bandura, 1989) to clarify the psychological mechanism through which media exposure about carbon peak and carbon neutrality indirectly influences citizens’ low-carbon behavior. One of the most accredited assumptions of social cognitive theory is that behavioral, personal, and environmental factors operate as an interactive system and determine each other (Bandura, 1989). That is, the social environment can shape individuals’ behavior by activating a corresponding awareness and other psychological reactions (Bandura, 1989). Consistent with this tenet, we believed that media exposure of carbon peak and carbon neutrality may stimulate low-carbon behavior by arousing low-carbon awareness. Figure 1 shows the theoretical model.

 

Table/Figure

Figure 1. Conceptual Model

The literature on China’s low-carbon strategy is mostly theoretical or focuses on carbon emission projections at the national and provincial levels (e.g., Sun et al., 2022), and there is a lack of research exploring the factors that influence personal low-carbon behavior in the context of China’s new low-carbon policies. On the basis of this reasoning, we used social cognitive theory to investigate the significant role media exposure plays in the Chinese government’s attempt to fulfill its emissions-reduction commitments.

Media Exposure of Carbon Peak, Carbon Neutrality, and Low-Carbon Behavior

A carbon peak refers to a state where carbon emissions reach a plateau then steadily decline (Ding et al., 2019). Carbon neutrality is defined as offsetting greenhouse gas emissions through tree planting and other emissions-reducing measures to realize a zero-carbon-emissions status (Dhanda & Hartman, 2011). As noted by Moser and Dilling (2007), increasing collective action and bringing about behavior change by communicating effectively with citizens and drawing their attention to environmental issues are perhaps the most urgent needs facing anthropogenic climate change. In this environmental campaign, the government in China has used the media to facilitate an enormous societal response and to promote social participation in the process of combatting anthropogenic climate change. However, whether this media campaign will be effective within the short period to 2030 when the carbon emissions peak is planned remains an open question.
 
Media exposure refers to “the extent to which audience members have encountered specific messages or classes of messages/media content” (Slater, 2004, p. 168). Most researchers agree that the mass media are important in the widespread dissemination of information about environmental issues (Lowe & Morrison, 1984), and the specific information exposed by the media can lead people to act in accordance with the information received and, thus, bring about social change (Happer & Philo, 2013).
 
Low-carbon behavior is defined as the actions individuals perform toward reducing carbon emissions by cutting their energy consumption and increasing carbon sequestration (Bai & Liu, 2013). Such behaviors can be classified into two groups based on the ways to achieve carbon reduction goals. The first comprises private low-carbon behavior, which refers to individual citizens’ efforts to reduce and neutralize carbon dioxide emissions, such as conserving energy (Allcott, 2011). The second way is for individuals to engage in public low-carbon behavior through social interaction to promote the low-carbon behavior of others, such as encouraging family and friends to save energy and conserve resources (Axsen & Kurani, 2012).
 
In this study we argue that media exposure of carbon peak and carbon neutrality will be positively associated with citizens’ low-carbon behavior. To begin with, the media can set the environmental pollution agenda as an essential issue for the audience to ponder (Ader, 1995). Although the setting of targets for carbon peak and carbon neutrality in China is primarily national in nature, media coverage can be effective in translating carbon emissions issues into major public problems, and can set the public agenda (Akpan et al., 2012). Through the effectiveness of this approach, the characterization of this long-term goal in the media can lead the public to be more sensitive to the effect of their actions on carbon emissions (Abrahamse et al., 2005), which could have the effect of making citizens consciously practice low-carbon behavior in their daily lives. Moreover, because of the frequent media coverage of the topics of carbon peak and carbon neutrality, the requirement to reduce carbon emissions will gradually become a social norm. Therefore, we formed the following hypotheses:
Hypothesis 1a: Media exposure of carbon peak and carbon neutrality will be positively related to citizens’ private low-carbon behavior.
Hypothesis 1b: Media exposure of carbon peak and carbon neutrality will be positively related to citizens’ public low-carbon behavior.

The Mediating Role of Low-Carbon Awareness

As a component of environmental awareness, low-carbon awareness has been defined as a multidimensional concept that includes low-carbon values, attitudes, and knowledge (Abdul Aziz et al., 2015). Values are regarded as important life goals or standards and are typically considered determinants of an individual’s behavior (Rokeach, 1973). Low-carbon attitudes are individuals’ subjective evaluations of carbon-emissions issues and their relevant actions (Clark et al., 2003). Low-carbon knowledge includes an understanding of what low carbon means and how to achieve a low-carbon lifestyle (Abrahamse et al., 2007).
 
Drawing on social cognitive theory (Bandura, 1989), in this study we presumed that media exposure about carbon peak and carbon neutrality would serve as an educator, motivator, and inhibitor and would positively influence citizens’ low-carbon awareness. First, individuals learn new values and attitudes, and acquire new knowledge from patterns, words, and other information displayed online, on television, and in books (the symbolic environment) through observation (Bandura, 1989). Bandura (2003) indicated that the media have vastly broadened the scope of symbolic environments to which members of society are exposed. Citizens who have been exposed to reports on carbon peak and carbon neutrality can then recognize the necessity of reducing their carbon emissions and, ultimately, their low-carbon awareness will increase. Moreover, given the popularization of goals for a peak for carbon emissions and for achieving carbon neutrality, relevant social cues will change the habitual perceptions of carbon emissions among the public. Thus, we formed the following hypothesis:
Hypothesis 2: Media exposure of carbon peak and carbon neutrality will be positively related to citizens’ low-carbon awareness.
 
Furthermore, we posited that low-carbon awareness would lead to the emergence of low-carbon behavior among citizens. As a cognitive–normative, intrinsic, self-organizing mechanism, low-carbon awareness relates to the recognition of what, why, and how to undertake specific tasks to reduce and/or prevent carbon emissions. Such comprehensive awareness of carbon issues—whether in the form of individual mental preparation, behavioral intentions, or basic knowledge—will motivate individuals to transfer and apply low-carbon knowledge to their daily lives (Whitmarsh et al., 2011). Thus, citizens with a high level of low-carbon awareness are more inclined than are those without this awareness to participate in campaigns that contribute to mitigating the existing and potential threats of climate change, such as complying with low-carbon norms in their daily activities and encouraging family and friends to also reduce their carbon emissions. Accordingly, we formed the following hypotheses:
Hypothesis 3a: Citizens’ low-carbon awareness will be positively related to private low-carbon behavior.
Hypothesis 3b: Citizens’ low-carbon awareness will be positively related to public low-carbon behavior.
 
We further posited that low-carbon awareness would serve as a crucial mediator in the process of citizens’ exposure to information in the media on carbon peak and carbon neutrality, and their subsequent behavior. By being exposed to the media’s portrayal of the peak and neutrality of carbon, citizens can attain low-carbon knowledge, values, and attitudes. Hence, we predicted that increased low-carbon awareness would guide citizens to engage more often in both private and public low-carbon behavior. Thus, we formed the following hypotheses:
Hypothesis 4a: Low-carbon awareness will mediate the relationship between media exposure to information on carbon peak and carbon neutrality, and private low-carbon behavior.
Hypothesis 4b: Low-carbon awareness will mediate the relationship between media exposure to information on carbon peak and carbon neutrality, and public low-carbon behavior.

Method

Participants and Procedure

We conducted a survey of Chinese citizens to test the proposed model in which the minimum number of survey forms per province was limited to 30, with no limit on the maximum. Participants were residents of 31 provinces. We asked friends and relatives in different provinces to help us collect data through both a paper-and-pencil and an online survey. We also collected data in May 2022 from the Wenjuanxing online questionnaire platform (https://www.wjx.cn/). To guarantee the quality of the collected data, we adopted the method of internet protocol address setting so that each participant could complete the survey only once.

During the filling-out process, participants were assured that all data collected would be kept strictly confidential and used for research purposes only. In the end, we collected 1,036 responses. To ensure the quality of data, we removed straight-lined responses (e.g., several consecutive identical answers) and those who made wrong choices for “attention check” items (e.g., please select “Not at all” for this item). We also removed responses that displayed opposite logic within a single construct. Finally, there were 650 valid samples, yielding a response rate of 62.74%. The details are shown in Table 1.

Table 1. Participants’ Demographic Information

Table/Figure

Note. N = 650. R&D = research and development. a Professional category included accountant, lawyer, architect, medical personnel, and journalist. CNY 2,500 = USD 361.70; CNY 10,000 = USD 1,446.70.

Measures

To ensure the appropriateness and equivalence of the survey items, those originally developed in English were translated into Chinese then back-translated by two professors in management. Unless otherwise stated, participants rated the items on a 7-point Likert-type scale (1 = strongly disagree to 7 = strongly agree).

Media Exposure of Carbon Peak and Carbon Neutrality

Four items from Lee (2010) were adopted and modified to rate the frequency of participants’ media exposure in regard to the topics of carbon peak and carbon neutrality (1 = never to 7 = always). According to our research topic, we replaced the phrase “environmental topics/issues” in the original items with the phrase “carbon peak and carbon neutrality.” A sample item is “How often do you come across carbon peak and carbon neutrality topics/issues on TV?” Cronbach’s alpha in our study was .90.

Low-Carbon Awareness

Participants’ low-carbon awareness was measured using a nine-item scale developed by Bai and Liu (2013). Sample items are “I believe I know low-carbon issues well enough” (low-carbon knowledge), “I feel concern about low-carbon issues mainly for the protection of the natural environment and ecological system” (low-carbon values), and “A huge amount of emissions of greenhouse gases from human activities will lead to disastrous consequences” (low-carbon attitudes). Cronbach’s alpha in our study was .88.

Low-Carbon Behavior

Participants reported how often they practiced private low-carbon behavior (four items, α = .74) and public low-carbon behavior (five items, α = .90), with items adopted from Bai and Liu (2013). A sample item for private low-carbon behavior is “Do not use disposable chopsticks” and a sample item for public low-carbon behavior is “Participate in a tree-planting campaign.”

Control Variables

We controlled for participants’ demographics, including gender, age, education level, occupation, monthly income, province, and length of residence in the current location. In addition, according to Moschis and Churchill (1978), the social environment consisting of peers and parents can serve as a primary socializing agent to influence what people think, feel, or do. Hence, we also controlled for the influence of peers and parents. To measure these two variables, the four-item scale developed by Lee (2010) was adopted. A sample item is “I can learn from my peers about low-carbon-related subjects.” Cronbach’s alpha in our study was .87.

Results

Confirmatory Factor Analysis

We performed a confirmatory factor analysis to test the discriminant validity of the measurement scales. As indicated in Table 2, the six-factor model exhibited the best fit indices among the measurement models.

Table 2. Confirmatory Factor Analysis Results

Table/Figure
Note. N = 650. CFI = comparative fit index; TLI = Tucker–Lewis index; RMSEA = root men square error of approximation; SRMR = standardized root mean square residual.
a Private low-carbon behavior, Public low-carbon behavior, Low-carbon awareness, Media exposure of carbon peak and carbon neutrality, Peer influence, Parental influence. b Private low-carbon behavior + Public low-carbon behavior, Low-carbon awareness, Media exposure of carbon peak and carbon neutrality, Peer influence, Parental influence. c Private low-carbon behavior + Public low-carbon behavior + Low-carbon awareness, Media exposure of carbon peak and carbon neutrality, Peer influence, Parental influence. d Private low-carbon behavior + Public low-carbon behavior, Low-carbon awareness, Media exposure of carbon peak and carbon neutrality, Peer influence + Parental influence. e Private low-carbon behavior + Public low-carbon behavior + Low-carbon awareness + Peer influence + Parental influence, Media exposure of carbon peak and carbon neutrality. f Private low-carbon behavior + Public low-carbon behavior + Low-carbon awareness + Media exposure of carbon peak and carbon neutrality + Peer influence + Parental influence.

Common Method Variance Test

Harman’s single-factor test was used to investigate the presence of common method variance among the variables used in this study. We found that all the extracted factors accounted for 61.27% of the total variance and the first factor accounted for only 18.25%, which is below the threshold of 40% (Fuller et al., 2016). Hence, this study was not significantly influenced by common method variance.

Descriptive Statistics

Table 3 presents the means, standard deviations, and correlations among the variables. The results show that media exposure of carbon peak and carbon neutrality showed significant positive relationships with low-carbon awareness, private low-carbon behavior, and public low-carbon behavior. There were also significant positive relationships between low-carbon awareness and both private low-carbon behavior and public low-carbon behavior.

Table 3. Means, Standard Deviations, and Correlation Results

Table/Figure
Note. N = 650. Internal consistency reliability (alpha) coefficients are shown along the diagonal in parentheses. PEI = peer influence; PAI = parental influence; MECPCN = media exposure of carbon peak and carbon neutrality; PRLCB = private low-carbon behavior; PULCB = public low-carbon behavior; LCA = low-carbon awareness.
* p < .05. ** p < .01.

Hypothesis Testing

To test Hypotheses 1a through to 4b, we conducted structural equation modeling using Mplus Version 8.3. As shown in Table 4, media exposure of carbon peak and carbon neutrality had a significant positive effect on private low-carbon behavior, public low-carbon behavior, and low-carbon awareness, supporting Hypotheses 1a, 1b, and 2. The Table 4 results also suggest that low-carbon awareness had a significant positive effect on both private low-carbon behavior and public low-carbon behavior, supporting Hypotheses 3a and 3b. Low-carbon awareness both mediated the relationship between media exposure of carbon peak and carbon neutrality and private low-carbon behavior, and the relationship between media exposure of carbon peak and carbon neutrality and public low-carbon behavior. Thus, Hypotheses 4a and 4b were supported.

Table 4. Regression Results for Direct and Mediating Effects

Table/Figure

Note. N = 650. CI = confidence interval. MECPCN = media exposure of carbon peak and carbon neutrality; PRLCB = private low-carbon behavior; PULCB = public low-carbon behavior; LCA = low-carbon awareness.

Discussion


In our research we emphasized the priority of citizens’ low-carbon behavior in achieving carbon peak and carbon neutrality, as well as the importance of media exposure on the topics of carbon peak and neutrality. To validate our point we constructed a model to examine the potential link between media exposure of carbon peak and carbon neutrality and citizens’ low-carbon behavior based on social cognitive theory (Bandura, 1989). The results indicate that media exposure of carbon peak and carbon neutrality positively influence the private and public low-carbon behavior of citizens, and low-carbon awareness mediates these two relationships.

Theoretical Implications

Studies have indicated that the link between the intention to act and the act itself is not always consistent, which is referred to as the willingness–behavior gap or the attitude–behavior gap (Abrahamse et al., 2005). In our study we have provided new explanatory ideas for the awareness–behavior gap by shifting the focus to the influence of media exposure on decarbonization and climate action.

To fill this gap between attitude/willingness and actual behavior, external factors are generally considered potential motivators or barriers for individuals to engage in low-carbon behavior (e.g., Wiser et al., 2001). However, this description of external factors as distractors obscures the role of the environment in shaping individuals’ behavior and limits further examination of the process of forming proenvironmental habits. Hence, in this paper we have offered a new perspective to interpret the attitude–behavior gap by elucidating the modeling role of specific-content media exposure on citizens’ behavior and constructing a media exposure–consciousness–behavior framework.

Second, in this study we have expanded the low-carbon behavior literature by examining the effects of a specific message on citizens’ choices and actions. Although existing studies on low-carbon behavior have examined how individual differences and surroundings influence behavioral outcomes, whether certain factors universally influence low-carbon behavior remained unclear (Wang et al., 2021). Thus, through empirical research, we have shed light on the role of media exposure in widespread dissemination of carbon peak and carbon neutrality and have confirmed the importance of exposure of a topic in the media in terms of communication about low-carbon issues with the public.

Third, drawing on social cognitive theory (Bandura, 1989), we have unveiled a potential link between media exposure of carbon peak and carbon neutrality and residents’ low-carbon behavior by exploring the mediating role of low-carbon awareness. We reexamined the triangular relationship (i.e., environment, cognition, and behavior) that is highlighted in social cognitive theory to depict the potential intercession of low-carbon awareness in the relationship of media exposure about carbon peak and carbon neutrality and citizens’ low-carbon behavior. This research also responds to the call of Huang (2016) to investigate the relationships among elements of media content and audience attitude and behavior.

Practical Implications

First, by focusing on the effect of media exposure, this research provides the government with a long-term effective instrument to promote the shift toward a low-carbon society. Consistent with our findings, we suggest that the Chinese government focuses on the active and leading role of the media in stimulating public participation while planning economically for carbon-emission issues.

Second, the media should emphasize the link between individual choices and climate change. Our results show that media exposure about carbon peak and carbon neutrality can motivate citizens’ low-carbon behavior though raising their low-carbon awareness. To spur on climate-friendly behaviors, effective interventions should be designed to shape, enhance, or reinforce habits that favor a low-carbon environment, such as showing the serious consequences resulting from residential carbon emissions.

Third, in this research we aimed not only to promote low-carbon practices among Chinese residents but also to provide a reference to other countries, which may assist in global sustainable development. We believe that it is necessary for policymakers to change their perspective and focus on noneconomic measures, such as media advocacy and education. With the intervention of normative pressure and social learning, media exposure of low-carbon strategies will inevitably have a significant impact on people’s choices and actions (Happer & Philo, 2013). Such an impact could benefit the long-term development of countries around the world.

Limitations and Directions for Future Research

This study potentially has limitations. First, the cross-sectional nature of this research restricts inferences about causality. Second, we examined only the frequency of media exposure without considering the content of the information. Future researchers are encouraged to enrich existing studies with more empirical evidence building on our findings.

References

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Abrahamse, W., Steg, L., Vlek, C., & Rothengatter, T. (2005). A review of intervention studies aimed at household energy conservation. Journal of Environmental Psychology, 25(3), 273–291.
 
Abrahamse, W., Steg, L., Vlek, C., & Rothengatter, T. (2007). The effect of tailored information, goal setting, and tailored feedback on household energy use, energy-related behaviors, and behavioral antecedents. Journal of Environmental Psychology, 27(4), 265–276.
 
Ader, C. R. (1995). A longitudinal study of agenda setting for the issue of environmental pollution. Journalism & Mass Communication Quarterly, 72(2), 300–311.
 
Akpan, C. S., Anorue, L. I., & Ukonu, M. O. (2012). An analysis of the influence of the Nigerian mass media on public understanding of climate change. Journal of Alternative Perspectives in the Social Sciences, 4(4), 688–710.
 
Allcott, H. (2011). Social norms and energy conservation. Journal of Public Economics, 95(9–10), 1082–1095.
 
Axsen, J., & Kurani, K. S. (2012). Social influence, consumer behavior, and low-carbon energy transitions. Annual Review of Environment and Resources, 37(1), 311–340.
 
Bai, Y., & Liu, Y. (2013). An exploration of residents’ low-carbon awareness and behavior in Tianjin, China. Energy Policy, 61, 1261–1270.
 
Bandura, A. (1989). Human agency in social cognitive theory. American Psychologist, 44(9), 1175–1184.
 
Bandura, A. (2003). Social cognitive theory for personal and social change by enabling media. In A. Singhal, M. J. Cody, E. M. Rogers, & M. Sabido (Eds.), Entertainment-education and social change (pp. 97–118). Routledge.
 
Clark, C. F., Kotchen, M. J., & Moore, M. R. (2003). Internal and external influences on pro-environmental behavior: Participation in a green electricity program. Journal of Environmental Psychology, 23(3), 237–246.
 
Dhanda, K. K., & Hartman, L. P. (2011). The ethics of carbon neutrality: A critical examination of voluntary carbon offset providers. Journal of Business Ethics, 100(1), 119–149.
 
Ding, S., Zhang, M., & Song, Y. (2019). Exploring China’s carbon emissions peak for different carbon tax scenarios. Energy Policy, 129, 1245–1252.
 
Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198.
 
Han, R., & Xu, J. (2020). A comparative study of the role of interpersonal communication, traditional media and social media in pro-environmental behavior: A China-based study. International Journal of Environmental Research and Public Health, 17(6), Article 1883.
 
Happer, C., & Philo, G. (2013). The role of the media in the construction of public belief and social change. Journal of Social and Political Psychology, 1(1), 321–336.
 
Huang, H. (2016). Media use, environmental beliefs, self-efficacy, and pro-environmental behavior. Journal of Business Research, 69(6), 2206–2212.
 
Lee, K. (2010). The green purchase behavior of Hong Kong young consumers: The role of peer influence, local environmental involvement, and concrete environmental knowledge. Journal of International Consumer Marketing, 23(1), 21–44.
 
Lee, K. (2011). The role of media exposure, social exposure and biospheric value orientation in the environmental attitude-intention-behavior model in adolescents. Journal of Environmental Psychology, 31(4), 301–308.
 
Lowe, P., & Morrison, D. (1984). Bad news or good news: Environmental politics and the mass media. The Sociological Review, 32(1), 75–90.
 
Moschis, G. P., & Churchill, G. A., Jr. (1978). Consumer socialization: A theoretical and empirical analysis. Journal of Marketing Research, 15(4), 599–609.
 
Moser, S. C., & Dilling, L. (Eds.). (2007). Creating a climate for change: Communicating climate change and facilitating social change. Cambridge University Press.
 
Rokeach, M. (1973). The nature of human values. Free Press.
 
Slater, M. D. (2004). Operationalizing and analyzing exposure: The foundation of media effects research. Journalism & Mass Communication Quarterly, 81(1), 168–183.
 
Sun, Y., Liu, S., & Li, L. (2022). Grey correlation analysis of transportation carbon emissions under the background of carbon peak and carbon neutrality. Energies, 15(9), Article 3064.
 
Wang, T., Shen, B., Springer, C. H., & Hou, J. (2021). What prevents us from taking low-carbon actions? A comprehensive review of influencing factors affecting low-carbon behaviors. Energy Research & Social Science, 71, Article 101844.
 
Whitmarsh, L., Seyfang, G., & O’Neill, S. (2011). Public engagement with carbon and climate change: To what extent is the public ‘carbon capable’? Global Environmental Change, 21(1), 56–65.
 
Wiser, R. H., Fowlie, M., & Holt, E. A. (2001). Public goods and private interests: Understanding non-residential demand for green power. Energy Policy, 29(13), 1085–1097.

Abdul Aziz, N. J., Mohd Yunos, M. Y., Ismail, N. A., & Othuman Mydin, M. A. (2015). Developing low-carbon awareness and low-carbon behavior framework for tackling CO2 emission in a city. Applied Mechanics and Materials, 747, 265–268.
 
Abrahamse, W., Steg, L., Vlek, C., & Rothengatter, T. (2005). A review of intervention studies aimed at household energy conservation. Journal of Environmental Psychology, 25(3), 273–291.
 
Abrahamse, W., Steg, L., Vlek, C., & Rothengatter, T. (2007). The effect of tailored information, goal setting, and tailored feedback on household energy use, energy-related behaviors, and behavioral antecedents. Journal of Environmental Psychology, 27(4), 265–276.
 
Ader, C. R. (1995). A longitudinal study of agenda setting for the issue of environmental pollution. Journalism & Mass Communication Quarterly, 72(2), 300–311.
 
Akpan, C. S., Anorue, L. I., & Ukonu, M. O. (2012). An analysis of the influence of the Nigerian mass media on public understanding of climate change. Journal of Alternative Perspectives in the Social Sciences, 4(4), 688–710.
 
Allcott, H. (2011). Social norms and energy conservation. Journal of Public Economics, 95(9–10), 1082–1095.
 
Axsen, J., & Kurani, K. S. (2012). Social influence, consumer behavior, and low-carbon energy transitions. Annual Review of Environment and Resources, 37(1), 311–340.
 
Bai, Y., & Liu, Y. (2013). An exploration of residents’ low-carbon awareness and behavior in Tianjin, China. Energy Policy, 61, 1261–1270.
 
Bandura, A. (1989). Human agency in social cognitive theory. American Psychologist, 44(9), 1175–1184.
 
Bandura, A. (2003). Social cognitive theory for personal and social change by enabling media. In A. Singhal, M. J. Cody, E. M. Rogers, & M. Sabido (Eds.), Entertainment-education and social change (pp. 97–118). Routledge.
 
Clark, C. F., Kotchen, M. J., & Moore, M. R. (2003). Internal and external influences on pro-environmental behavior: Participation in a green electricity program. Journal of Environmental Psychology, 23(3), 237–246.
 
Dhanda, K. K., & Hartman, L. P. (2011). The ethics of carbon neutrality: A critical examination of voluntary carbon offset providers. Journal of Business Ethics, 100(1), 119–149.
 
Ding, S., Zhang, M., & Song, Y. (2019). Exploring China’s carbon emissions peak for different carbon tax scenarios. Energy Policy, 129, 1245–1252.
 
Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198.
 
Han, R., & Xu, J. (2020). A comparative study of the role of interpersonal communication, traditional media and social media in pro-environmental behavior: A China-based study. International Journal of Environmental Research and Public Health, 17(6), Article 1883.
 
Happer, C., & Philo, G. (2013). The role of the media in the construction of public belief and social change. Journal of Social and Political Psychology, 1(1), 321–336.
 
Huang, H. (2016). Media use, environmental beliefs, self-efficacy, and pro-environmental behavior. Journal of Business Research, 69(6), 2206–2212.
 
Lee, K. (2010). The green purchase behavior of Hong Kong young consumers: The role of peer influence, local environmental involvement, and concrete environmental knowledge. Journal of International Consumer Marketing, 23(1), 21–44.
 
Lee, K. (2011). The role of media exposure, social exposure and biospheric value orientation in the environmental attitude-intention-behavior model in adolescents. Journal of Environmental Psychology, 31(4), 301–308.
 
Lowe, P., & Morrison, D. (1984). Bad news or good news: Environmental politics and the mass media. The Sociological Review, 32(1), 75–90.
 
Moschis, G. P., & Churchill, G. A., Jr. (1978). Consumer socialization: A theoretical and empirical analysis. Journal of Marketing Research, 15(4), 599–609.
 
Moser, S. C., & Dilling, L. (Eds.). (2007). Creating a climate for change: Communicating climate change and facilitating social change. Cambridge University Press.
 
Rokeach, M. (1973). The nature of human values. Free Press.
 
Slater, M. D. (2004). Operationalizing and analyzing exposure: The foundation of media effects research. Journalism & Mass Communication Quarterly, 81(1), 168–183.
 
Sun, Y., Liu, S., & Li, L. (2022). Grey correlation analysis of transportation carbon emissions under the background of carbon peak and carbon neutrality. Energies, 15(9), Article 3064.
 
Wang, T., Shen, B., Springer, C. H., & Hou, J. (2021). What prevents us from taking low-carbon actions? A comprehensive review of influencing factors affecting low-carbon behaviors. Energy Research & Social Science, 71, Article 101844.
 
Whitmarsh, L., Seyfang, G., & O’Neill, S. (2011). Public engagement with carbon and climate change: To what extent is the public ‘carbon capable’? Global Environmental Change, 21(1), 56–65.
 
Wiser, R. H., Fowlie, M., & Holt, E. A. (2001). Public goods and private interests: Understanding non-residential demand for green power. Energy Policy, 29(13), 1085–1097.

Table/Figure

Figure 1. Conceptual Model


Table 1. Participants’ Demographic Information

Table/Figure

Note. N = 650. R&D = research and development. a Professional category included accountant, lawyer, architect, medical personnel, and journalist. CNY 2,500 = USD 361.70; CNY 10,000 = USD 1,446.70.


Table 2. Confirmatory Factor Analysis Results

Table/Figure
Note. N = 650. CFI = comparative fit index; TLI = Tucker–Lewis index; RMSEA = root men square error of approximation; SRMR = standardized root mean square residual.
a Private low-carbon behavior, Public low-carbon behavior, Low-carbon awareness, Media exposure of carbon peak and carbon neutrality, Peer influence, Parental influence. b Private low-carbon behavior + Public low-carbon behavior, Low-carbon awareness, Media exposure of carbon peak and carbon neutrality, Peer influence, Parental influence. c Private low-carbon behavior + Public low-carbon behavior + Low-carbon awareness, Media exposure of carbon peak and carbon neutrality, Peer influence, Parental influence. d Private low-carbon behavior + Public low-carbon behavior, Low-carbon awareness, Media exposure of carbon peak and carbon neutrality, Peer influence + Parental influence. e Private low-carbon behavior + Public low-carbon behavior + Low-carbon awareness + Peer influence + Parental influence, Media exposure of carbon peak and carbon neutrality. f Private low-carbon behavior + Public low-carbon behavior + Low-carbon awareness + Media exposure of carbon peak and carbon neutrality + Peer influence + Parental influence.

Table 3. Means, Standard Deviations, and Correlation Results

Table/Figure
Note. N = 650. Internal consistency reliability (alpha) coefficients are shown along the diagonal in parentheses. PEI = peer influence; PAI = parental influence; MECPCN = media exposure of carbon peak and carbon neutrality; PRLCB = private low-carbon behavior; PULCB = public low-carbon behavior; LCA = low-carbon awareness.
* p < .05. ** p < .01.

Table 4. Regression Results for Direct and Mediating Effects

Table/Figure

Note. N = 650. CI = confidence interval. MECPCN = media exposure of carbon peak and carbon neutrality; PRLCB = private low-carbon behavior; PULCB = public low-carbon behavior; LCA = low-carbon awareness.


This research was supported by funding from the Study on the Growth of “Gazelle” Enterprises and the Cultivation of Scientific and Technological Achievements (SK220581).

The data that support the findings of this study are available from the corresponding author upon request.

Changlin Han, School of Business, Qingdao University, 93 Songling Road, Laoshan District, Qingdao, People’s Republic of China. Email: [email protected]

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