The influence of carbon perception on sustainable behaviors: Tailoring sustainability strategies based on individuals' levels of openness to green technology adoption
Global concerns over rising carbon emissions emphasize the critical role of individual actions in mitigating climate change. Technology provides a powerful means to support sustainable behavior, offering tools that help individuals monitor, manage, and reduce their carbon footprints effectively. Thi...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-06-01
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| Series: | Cleaner and Responsible Consumption |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S266678432500021X |
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| author | Sasichakorn Wongsaichia Teerapong Pienwisetkaew Wanwisa Wannapipat Khwanjira Ponsree Chavis Ketkaew |
| author_facet | Sasichakorn Wongsaichia Teerapong Pienwisetkaew Wanwisa Wannapipat Khwanjira Ponsree Chavis Ketkaew |
| author_sort | Sasichakorn Wongsaichia |
| collection | DOAJ |
| description | Global concerns over rising carbon emissions emphasize the critical role of individual actions in mitigating climate change. Technology provides a powerful means to support sustainable behavior, offering tools that help individuals monitor, manage, and reduce their carbon footprints effectively. This study extends the value-belief-norm theory to examine how perceived carbon impact influences sustainable behavior, focusing on how openness to green technology adoption (traditionalists versus technology enthusiasts) moderates this relationship. We explore both direct and indirect pathways from perceived carbon impact to sustainable behavior, with environmental awareness and intention to adopt green technology as key mediators. Using multigroup structural equation modeling, data from 542 users of a carbon footprint platform in Thailand were analyzed. Results reveal distinct pathways: traditionalists rely on an indirect route where perceived carbon impact promotes sustainable behavior through enhanced environmental awareness and intention, while technology enthusiasts display a direct link between perceived carbon impact and sustainable behavior. Despite these differences, the overall effect of perceived carbon impact on sustainable behavior remains similar across groups. These findings underscore the need for targeted sustainability interventions. For traditionalists, strategies that build environmental awareness and foster intentions to adopt green technologies are more effective, whereas for technology enthusiasts, emphasizing direct technology-enabled actions can drive significant behavioral change. |
| format | Article |
| id | doaj-art-b1f7c8104e6a4355b37a445356196d0a |
| institution | Kabale University |
| issn | 2666-7843 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Cleaner and Responsible Consumption |
| spelling | doaj-art-b1f7c8104e6a4355b37a445356196d0a2025-08-20T03:46:58ZengElsevierCleaner and Responsible Consumption2666-78432025-06-011710027010.1016/j.clrc.2025.100270The influence of carbon perception on sustainable behaviors: Tailoring sustainability strategies based on individuals' levels of openness to green technology adoptionSasichakorn Wongsaichia0Teerapong Pienwisetkaew1Wanwisa Wannapipat2Khwanjira Ponsree3Chavis Ketkaew4International College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, Thailand; Center for Sustainable Innovation and Society, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, ThailandInternational College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, Thailand; Center for Sustainable Innovation and Society, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, ThailandInternational College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, ThailandInternational College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, ThailandInternational College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, Thailand; Center for Sustainable Innovation and Society, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, Thailand; Corresponding author. International College, Khon Kaen University, 123 Mittraphap Road, Amphur Muang, Khon Kaen, 40002, Thailand.Global concerns over rising carbon emissions emphasize the critical role of individual actions in mitigating climate change. Technology provides a powerful means to support sustainable behavior, offering tools that help individuals monitor, manage, and reduce their carbon footprints effectively. This study extends the value-belief-norm theory to examine how perceived carbon impact influences sustainable behavior, focusing on how openness to green technology adoption (traditionalists versus technology enthusiasts) moderates this relationship. We explore both direct and indirect pathways from perceived carbon impact to sustainable behavior, with environmental awareness and intention to adopt green technology as key mediators. Using multigroup structural equation modeling, data from 542 users of a carbon footprint platform in Thailand were analyzed. Results reveal distinct pathways: traditionalists rely on an indirect route where perceived carbon impact promotes sustainable behavior through enhanced environmental awareness and intention, while technology enthusiasts display a direct link between perceived carbon impact and sustainable behavior. Despite these differences, the overall effect of perceived carbon impact on sustainable behavior remains similar across groups. These findings underscore the need for targeted sustainability interventions. For traditionalists, strategies that build environmental awareness and foster intentions to adopt green technologies are more effective, whereas for technology enthusiasts, emphasizing direct technology-enabled actions can drive significant behavioral change.http://www.sciencedirect.com/science/article/pii/S266678432500021XSustainable behaviorCarbon emissionOpenness to technology adoptionPerceived carbon impactEnvironmental awareness |
| spellingShingle | Sasichakorn Wongsaichia Teerapong Pienwisetkaew Wanwisa Wannapipat Khwanjira Ponsree Chavis Ketkaew The influence of carbon perception on sustainable behaviors: Tailoring sustainability strategies based on individuals' levels of openness to green technology adoption Cleaner and Responsible Consumption Sustainable behavior Carbon emission Openness to technology adoption Perceived carbon impact Environmental awareness |
| title | The influence of carbon perception on sustainable behaviors: Tailoring sustainability strategies based on individuals' levels of openness to green technology adoption |
| title_full | The influence of carbon perception on sustainable behaviors: Tailoring sustainability strategies based on individuals' levels of openness to green technology adoption |
| title_fullStr | The influence of carbon perception on sustainable behaviors: Tailoring sustainability strategies based on individuals' levels of openness to green technology adoption |
| title_full_unstemmed | The influence of carbon perception on sustainable behaviors: Tailoring sustainability strategies based on individuals' levels of openness to green technology adoption |
| title_short | The influence of carbon perception on sustainable behaviors: Tailoring sustainability strategies based on individuals' levels of openness to green technology adoption |
| title_sort | influence of carbon perception on sustainable behaviors tailoring sustainability strategies based on individuals levels of openness to green technology adoption |
| topic | Sustainable behavior Carbon emission Openness to technology adoption Perceived carbon impact Environmental awareness |
| url | http://www.sciencedirect.com/science/article/pii/S266678432500021X |
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