Skip to main content

Advertisement

SpringerLink
Log in

Can Chinese residential low-carbon consumption behavior intention be better explained? The role of cultural values

  • Original Paper
  • Published:
Natural Hazards Aims and scope Submit manuscript

Abstract

For better implementation of emission reduction policies in China, this paper focuses on households, one of the major sources of carbon emission, and look into the forming mechanism of residential low-carbon consumption behavioral intention in China. Chinese cultural values (man-to-nature orientation values and collectivism values) are added to Theory of Planned Behavior model to better explain the residential low-carbon consumption behavioral intention in China, and to look into the specific role of cultural values in the model. Through the analysis on 948 samples from Jiangsu by using Mplus7.0, we found that: The original Theory of Planned Behavior model was verified, namely attitude, subjective norms, and perceived behavioral control had significant positive direct effect on low-carbon consumption behavioral intention. In the extended model, man-to-nature orientation values did not have significant direct effect on low-carbon consumption behavioral intention, but collectivism values had significant direct positive effect; both kinds of values were proved to have positive moderating effect on the influence of low-carbon consumption behavioral attitude on low-carbon consumption behavioral intention, but their regulating effect on the influence of subjective norms or perceived behavioral control on low-carbon consumption behavioral intention was not significant. After considering the effect of cultural values, the model’s explanatory power rose from 76.7 to 79.3% (moderated by collectivism values) and 81.1% (moderated by man-to-nature orientation values), suggesting a better explanation for the Chinese residents’ low-carbon consumption behavioral intention has been made. In the end, discussion for results was made and implications were proposed.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Fig. 1

Similar content being viewed by others

References

  • Ajzen I (1985) From intentions to actions: a theory of planned behavior. Action control. Springer, Berlin, pp 11–39

    Google Scholar 

  • Ajzen I (1991) The theory of planned behavior. Organ Behav Hum Decis Process 50(2):179–211

    Article  Google Scholar 

  • Ajzen I, Fishbein M (1980) Understanding attitudes and predicting social behavior. Prentice-Hall, Upper Saddle River

    Google Scholar 

  • Anderson James C, Gerbing David W (1988) Structural equation modeling in practice: a review and recommended two-step approach. Psychol Bull 103(3):411–423

    Article  Google Scholar 

  • Bentler PM (1992) On the fit of models to covariances and methodology to the bulletin. Psychol Bull 112(3):400

    Article  Google Scholar 

  • Bentler PM, Dudgeon P (1996) Covariance structure analysis: statistical practice, theory, and directions. Annu Rev Psychol 47(1):563–592

    Article  Google Scholar 

  • Bureau of Statistics of Jiangsu province (BSJS) (2017) Jiangsu statistical yearbook. http://www.jssb.gov.cn/2017nj/indexc.htm. Accessed 11 May 2018

  • Chan RYK (2001) Determinants of Chinese consumers’ green purchase behavior. Psychol Marketing 18(4):389–413

    Article  Google Scholar 

  • Chekima B, Chekima S, Igau Oswald Aisat et al (2016) Sustainable consumption: the effects of knowledge, cultural values, environmental advertising, and demographics. Int J Sustain Dev World Ecol 23(2):210–220

    Article  Google Scholar 

  • Chen MF (2016) Extending the theory of planned behavior model to explain people’s energy savings and carbon reduction behavioral intentions to mitigate climate change in Taiwan—moral obligation matters. J Clean Prod 112(3):1746–1753

    Article  Google Scholar 

  • Dermody J, Koenig-Lewis N, Zhao AL et al (2017) Appraising the influence of proenvironmental self-identity on sustainable consumption buying and curtailment in emerging markets: evidence from China and Poland. J Bus Res. https://doi.org/10.1016/j.jbusres.2017.09.041

    Article  Google Scholar 

  • Dessai S, Adger WN, Hulme M et al (2004) Defining and experiencing dangerous climate change. Clim Change 64(1):11–25

    Article  Google Scholar 

  • Ding Z, Wang G, Liu Z et al (2017) Research on differences in the factors influencing the energy-saving behavior of urban and rural residents in China—a case study of Jiangsu Province. Energy Policy 100:252–259

    Article  Google Scholar 

  • Ding Z, Jiang X, Liu Z et al (2018) Factors affecting low-carbon consumption behavior of urban residents: a comprehensive review. Resour Conserv Recycl 132:3–15

    Article  Google Scholar 

  • Elzen MD, Fekete H, Höhne N et al (2016) Greenhouse gas emissions from current and enhanced policies of China until 2030: can emissions peak before 2030? Energy Policy 89:224–236

    Article  Google Scholar 

  • Fishbein M, Ajzen I (1975) Belief, attitude, intention, and behavior: an introduction to theory and research. Addison-Wesley, Reading

    Google Scholar 

  • Fornara F, Pattitoni P, Mura M et al (2016) Predicting intention to improve household energy efficiency: the role of value-belief-norm theory, normative and informational influence, and specific attitude. J Environ Psychol 45:1–10

    Article  Google Scholar 

  • Fornell C, Larcker DF (1981) Structural equation models with unobservable variables and measurement error: algebra and statistics. J Mark Res 18(3):382–388

    Article  Google Scholar 

  • Geng J, Long R, Chen H (2016) A review of the influencing factors of residents’ travel mode choice. J Beijing Inst Technol (Soc Sci Ed) 18(5):1–9

    Google Scholar 

  • Hair JF Jr, Hult GTM, Ringle C et al (2016) A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications, Thousand Oaks

    Google Scholar 

  • Han HS, Hsu LT, Sheu C (2010) Application of the theory of planned behavior to green hotel choice: testing the effect of environmental friendly activities. Tour Manag 31(3):325–334

    Article  Google Scholar 

  • Hao Y, Zhang ZY, Liao H, Wei YM, Wang S (2016) Is CO2 emission a side effect of financial development? An empirical analysis for China. Environ Sci Pollut Res 23(20):21041–21057

    Article  Google Scholar 

  • Hassan LM, Shiu E, Parry S (2016) Addressing the cross-country applicability of the theory of planned behaviour (TPB): a structured review of multi-country TPB studies. J Consum Behav 15(1):72–86

    Article  Google Scholar 

  • Hofstede G (1980) Culture’s consequences: national differences in thinking and organizing. Sage, Beverly Hills

    Google Scholar 

  • Hu L, Bentler PM (1998) Fit indices in covariance structure modeling: sensitivity to underparameterized model misspecification. Psychol Methods 3(4):424

    Article  Google Scholar 

  • Hu L, Bentler PM (1999) Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Struct Equ Model Multidiscip J 6(1):1–55

    Article  Google Scholar 

  • Hu H, Geertman S, Hooimeijer P (2016) Personal values that drive the choice for green apartments in Nanjing China: the limited role of environmental values. J Hous Built Environ 31(4):659–675

    Article  Google Scholar 

  • Kirkman BL, Lowe KB, Gibson CB (2006) A quarter century of culture’s consequences: a review of empirical research incorporating Hofstede’s cultural values framework. J Int Bus Stud 37:285–320

    Article  Google Scholar 

  • Kroeber AL, Kluckhohn C (1952) Culture: A critical review of concepts and definitions. Papers. Peabody Museum of Archaeology & Ethnology, Harvard University

  • Lao K, Wang Lu (2015) The effect of traditional Chinese culture value on consumer environmental protection behavior: focusing on green product purchase behavior. J Shanghai Univ Finance Econ 17(2):64–75

    Google Scholar 

  • Lee C, Green RT (1991) Cross-cultural examination of the Fishbein behavioral intentions model. J Int Bus Stud 22(2):289–305

    Article  Google Scholar 

  • Lubell M, Zahran S, Vedlitz A (2007) Collective action and citizen responses to global warming. Polit Behav 29(3):391–413

    Article  Google Scholar 

  • Mancha RM, Yoder CY (2015) Cultural antecedents of green behavioral intent: an environmental theory of planned behavior. J Environ Psychol 43:145–154

    Article  Google Scholar 

  • Marsh HW, Hau KT (1996) Assessing goodness of fit: is parsimony always desirable? J Exp Educ 64(4):364–390

    Article  Google Scholar 

  • Masud MM, Al-Amin AQ, Junsheng H et al (2016) Climate change issue and theory of planned behaviour: relationship by empirical evidence. J Clean Prod 113:613–623

    Article  Google Scholar 

  • Nejat P, Jomehzadeh F, Taheri MM et al (2015) A global review of energy consumption, CO2 emissions and policy in the residential sector (with an overview of the top ten CO2 emitting countries). Renew Sustain Energy Rev 43:843–862

    Article  Google Scholar 

  • Nunnaly JC (1978) Psychometric theory. McGraw-Hill, New York

    Google Scholar 

  • Pachauri R, La M (2015) IPCC, 2014: climate change 2014: synthesis report. contribution of Working Groups I, II and III to the fifth assessment report of the Intergovernmental Panel on Climate Change. J Roman Stud 4(2):85–88

    Google Scholar 

  • Park SY (1998) A comparison of Korean and American gift-giving behaviors. Psychology & Marketing 15(6):577–593

    Article  Google Scholar 

  • P-Jun VN (1987) Chinese values and the search for culture-free dimensions of culture. J Cross Cult Psychol 18(2):143–164

    Article  Google Scholar 

  • Price JC, Walker IA, Boschetti F (2014) Measuring cultural values and beliefs about environment to identify their role in climate change responses. J Environ Psychol 37:8–20

    Article  Google Scholar 

  • Riemer H, Shavitt S, Koo M et al (2014) Preferences don’t have to be personal: expanding attitude theorizing with a cross-cultural perspective. Psychol Rev 121(4):619–648

    Article  Google Scholar 

  • Rokeach M (1973) The nature of human values. Free press

  • Shi H, Fan J, Zhao D (2017) Predicting household PM2.5-reduction behavior in Chinese urban areas: an integrative model of theory of planned behavior and norm activation theory. J Clean Prod 145:64–73

    Article  Google Scholar 

  • Tanaka JS (1993) Multifaceted conceptions of fit in structure equation models. In: Testing structural equation models. Sage focus editions, pp 10–39

  • Tarhini A, Hone K, Liu X et al (2016) Examining the moderating effect of individual-level cultural values on users’ acceptance of E-learning in developing countries: a structural equation modeling of an extended technology acceptance model. Interact Learn Environ 25:306–328

    Article  Google Scholar 

  • Tian X, Chang M, Lin C et al (2014) China’s carbon footprint: a regional perspective on the effect of transitions in consumption and production patterns. Appl Energy 123(1):19–28

    Article  Google Scholar 

  • Wang J, Wu L (2016) Research on household water conservation behavior’s response mechanism: extended model of theory of planned behavior based on taoism perspective. Collect Essays Finance Econ 207(5):105–112

    Google Scholar 

  • Wang P, Dai HC, Ren SY, Zhao DQ, Masui T (2015a) Achieving Copenhagen target through carbon emission trading: economic impacts assessment in Guangdong province of China. Energy 79:212–227

    Article  Google Scholar 

  • Wang Z, Liu W, Yin J (2015b) Driving forces of indirect carbon emissions from household consumption in China: an input-output decomposition analysis. Nat Hazards 75(2):257–272

    Article  Google Scholar 

  • Wang S, Fan J, Zhao D et al (2016) Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. Transportation 43(1):123–143

    Article  Google Scholar 

  • Yau OHM (1988) Chinese cultural values: their dimensions and marketing implications. Eur J Mark 22(5):44–57

    Article  Google Scholar 

  • Yin J, Qian L, Singhapakdi A (2018) Sharing sustainability: how values and ethics matter in consumers’ adoption of public bicycle-sharing scheme. J Bus Ethics 149(2):313–332

    Article  Google Scholar 

  • Zeng R, Greenfield PM (2015) Cultural evolution over the last 40 years in China: using the Google Ngram Viewer to study implications of social and political change for cultural values. Int J Psychol 50(1):47–55

    Article  Google Scholar 

  • Zhang X, Luo L, Skitmore M (2015) Household carbon emission research: an analytical review of measurement, influencing factors and mitigation prospects. J Clean Prod 103:873–883

    Article  Google Scholar 

Download references

Acknowledgements

The authors gratefully acknowledge the respected editors and the anonymous referees for their suggestions in this article. Special thanks are given to financial supports provided by the Fundamental Research Funds for the Central Universities (2018BSCXC13) and the Postgraduate Research and Practice Innovation Program of Jiangsu Province (KYCX18_1925).

Author information

Authors and Affiliations

  1. School of Management, China University of Mining and Technology, No 1, Daxue Road, Xuzhou, 221116, Jiangsu Province, China

    Xin Jiang, Zhihua Ding & Rong Liu

Authors
  1. Xin Jiang
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Zhihua Ding
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Rong Liu
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Zhihua Ding.

Appendix

Appendix

Construct

Measurement items

Attitude toward the behavior

(Chan 2001)

I like the idea of low-carbon consumption behavior

Implementing low-carbon consumption behavior is a good idea

I have a favorable attitude toward low-carbon consumption behavior

Subjective norm

(Han et al. 2010)

Most people who are important to me think I should implement low-carbon consumption behavior

Most people who are important to me would want me to implement low-carbon consumption behavior

People whose opinions I value would prefer that I implement low-carbon consumption behavior

Perceived behavioral control

(Han et al. 2010)

I am confident that if I want, I can implement low-carbon consumption behavior

I have resources, time, and opportunities to implement low-carbon consumption behavior

Man-to-nature orientation values

(Chan 2001)

Human beings need to understand the ways of nature and act accordingly

We should maintain harmony with nature

Human beings are only part of nature

Collectivism values

(Chan 2001)

Working hard for the goals of your group, even if it does not result in personal recognition

Being a cooperative participant in group activities

Readily helping others in need of help

Intention

(Han et al. 2010)

I am willing to implement low-carbon consumption behavior

I plan to implement low-carbon consumption behavior

I will make an effort to implement low-carbon consumption behavior

  1. In the questionnaires, we annotate that low-carbon consumption behaviors include energy saving at home, setting air conditioning temperature higher than 26 degrees in summer (lower than 20 degrees in winter), purchasing green energy products such as solar energy, driving less, choosing environment-friendly energy-saving vehicles when buying cars, buying carbon labeled goods and other consumption behaviors conducive to carbon emission reduction

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Jiang, X., Ding, Z. & Liu, R. Can Chinese residential low-carbon consumption behavior intention be better explained? The role of cultural values. Nat Hazards 95, 155–171 (2019). https://doi.org/10.1007/s11069-018-3461-2

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11069-018-3461-2

Keywords

Search

Navigation