The role of attitudinal motivations and collective efficacy on Chinese consumers' intentions to engage in personal behaviors to mitigate climate change.

The Chinese government has recently pledged to reduce its CO2 emissions by 2030. Industrial use of energy, however, is just one source of greenhouse gas emissions. Chinese consumers' more affluent lifestyles also lead to increased consumption of energy, which can result in greenhouse gas emissions. Based on a survey of 516 Chinese consumers, the present investigation examined whether their attitudinal motivations and collective efficacy are related to their intentions to engage in personal actions that may help reduce greenhouse gas emissions. Results show that the utilitarian motivation related to the effectiveness of personal actions to alleviate climate change, motivation to express their moral values, self-esteem maintenance motivation, and collective efficacy predicted their attitudes toward these personal actions. Collective efficacy was in turn predicted by future orientation, norms, and the utilitarian motivation. Finally, attitudes and collective efficacy were two major considerations that predicted behavioral intentions. Implications for programs to promote low-carbon actions and lifestyles among Chinese consumers are discussed.