A new perspective to promote low-carbon consumption: The influence of reference groups

Abstract Reference groups are crucial factor in consumer purchasing decisions. However, we know little about how such groups affect low-carbon consumption behavior (LCB), especially the impact of habitual low-carbon consumption behavior (HLCB). To expand on the previous research and encourage LCB from the perspective of reference groups, we conducted a social study of Xuzhou, Jiangsu Province, China ( N  = 351). We aim to test how the influences of reference groups act on the purchasing low-carbon consumption behavior (PLCB) and HLCB of residents. The results indicate that all of the influences work indirectly through low-carbon consumption intention (LCI). Among these influences, the informational influence and utilitarian influence positively promote LCI, while the value-expressive influence inhibits it. The intention engendered by reference groups has a significantly greater impact on residents' HLCB than on their PLCB, and it is more conducive to promoting a low-carbon lifestyle.