Residents' willingness to engage in carbon generalized system of preferences - A personality insight study based on the extended theory of planned behavior.

ABSTRACT

In the context of China's dual carbon target, reducing personal carbon emissions has been identified as a crucial strategy to achieve the target. The 2022 Digital China Development Report emphasizes the significance of implementing the Carbon Generalized System of Preferences (CGSP) in driving individual carbon reduction efforts in China. However, the psychological factors influencing public participation in CGSP are still unknown. Based on the Extended Theory of Planned Behavior (TPB), this study explored the psychological factors of different personality trait groups' participation in the CGSP and categorized 712 respondents into Compatible, Positive, Responsible, and Susceptible based on the MINI-IPIP scale and the K-means method. The results show that the strength of willingness to engage (WTE) in CGSP was ranked as Compatible > Positive > Responsible > Susceptible and the WTE of compatible groups is more influenced by attitude, while Perceived Behavioral Control (PBC) plays a more crucial role in other groups. Personal Norms (PN) and Policy Awareness (PA) were significant for all specific personality groups except the Susceptible group. Surprisingly subjective norms had little to do with WTE. We believe that policymakers should consider the impact of PBC on WTE when formulating policies and raise the expectation of residents in terms of the value they can obtain from participating in CGSP. Additionally, promotional activities related to PN and PA in connection with CGSP should be conducted. These efforts may help individuals better engage in CGSP.