Why Low-Carbon Publicity Effect Limits? The Role of Heterogeneous Intention in Reducing Household Energy Consumption

Low-carbon knowledge is seen as having a key role in interfering with household energy consumption behaviors by wide consensus from political and academic areas. Whether low-carbon publicity will help to reduce still dispute. By constructing an integrated knowledge-intention-behavior model using 1335 detailed survey questionnaires of behavior Henan Province, the central area China, this paper finds that developing or cannot positively impact energy-saving even if mediated awareness attitudes. does improve attitude not decrease directly. Familiarity particular would but significantly statistics. Path analysis unfolds reason heterogeneous effects purchase-based intention habitual explain behavior. Subgroup supports those economic factors income prices play roles explaining such rapid urbanization area. This gives new evidence on residential intervention among