Will large-scale low-carbon guidance activities improve residents' green living standards? Evidence from China

In order to address the escalating climate change crisis and meet Net-Zero Emission targets, it is necessary to form a widespread green lifestyle as soon as possible. Based on annual panel data at the provincial level in China from 2008 to 2019, this paper systematically explores the impact of large-scale guidance activities on residents' green lifestyles by constructing a multi-period DID model. The results show that the national low-carbon pilot significantly improves the green living standards of residents, and these results remain robust after various rigorous tests. In addition, the results of heterogeneity analysis show that in areas with higher income levels and education levels, the low-carbon pilot projects have a better impact on improving residents' green lifestyles. Furthermore, this paper reveals that residents' environmental awareness and regional green innovation levels significantly and positively moderate the impact of the pilot projects on residents' green lifestyles. This study expands our understanding of the mechanisms driving a green lifestyle, offering valuable insights for governments aiming to promote widespread adoption of green practices and formulate effective policies.