Understanding the effect of proactive personality and perceived consumer effectiveness on low-carbon travel intention

Choosing low-carbon transportation is an effective strategy for mitigating carbon emissions. This study utilized the Theory of Planned Behavior (TPB) framework to investigate the influences of proactive personality and perceived consumer effectiveness on low-carbon travel intention. By surveying urban residents, we examined the effects of subjective norm, behavioral attitude, perceived behavioral control, proactive personality, and perceived consumer effectiveness on low-carbon travel intention. The findings indicated that subjective norm, behavioral attitude, perceived behavioral control, proactive personality, and perceived consumer effectiveness have positive impacts on low-carbon travel intention. Notably, subjective norms have the greatest influence on behavioral intention, followed by proactive personality, while perceived consumer effectiveness has the least impact. Furthermore, this study identified attitude and perceived behavioral control as mediating factors between proactive personality, perceived consumer effectiveness, and low-carbon travel intentions. These findings reaffirmed the universal applicability of the TPB in individual decision-making contexts. The results also suggested that to promote low-carbon travel, it is crucial to not only focus on the social aspects of urban residents but also leverage the potential of individuals with a proactive personality.