Who are the low-carbon activists? Analysis of the influence mechanism and group characteristics of low-carbon behavior in Tianjin, China.

Individual low-carbon behavior plays an important role in reducing carbon emissions and improving the ecological health of the environment. This study explored the factors that influence individuals' low-carbon behavior and the variations between different groups. A questionnaire measuring seven dimensions (including low-carbon awareness, low-carbon knowledge, personal norms, social norms, situational factors, private low-carbon behavior, and public low-carbon behavior) was distributed to the residents of Tianjin, yielding 418 valid responses. The results indicated that low-carbon awareness, low-carbon knowledge, personal norms, social norms, and situational factors had an impact on residents' low-carbon behavior. In particular, the level of public low-carbon behavior was higher than private low-carbon behavior. Second, by exploring the effects of situational factors on residents' low-carbon behaviors, we found that situational factors inhibited both private and public low-carbon behaviors. Third, in different groups based on age, gender, income, education, and other variables there were differences in impact effects. This research has significant potential for guiding residents' low-carbon behavior and improving low-carbon management.