The impact of normative misperception on low-carbon travel: A chain mediation model

People often mistakenly estimate the behavioral norms of others in a group, which, in turn, affects their own decision-making behavior. We conducted a study with 1,980 Chinese participants, and found that people generally underestimated others’ low-carbon travel behavior, representing a normative misperception. Further, normative misperception negatively predicted individuals’ own low-carbon travel, as the more people underestimated others’ low-carbon travel, the less likely they themselves were to opt for low-carbon travel. In addition, both personal norms and environmental responsibility independently mediated the link between normative misperception and low-carbon travel. Finally, personal norms and environmental responsibility acted as chain mediators of the relationship between normative misperception and low-carbon travel. This study has clarified the behavioral mechanism of low-carbon travel from the perspective of normative misperception, enhancing understanding of how to promote low-carbon travel.