How to encourage the public to actively practice green and low-carbon consumption? The interaction between individual psychology and urban situational factors

Most studies explaining green and low-carbon consumption behavior mainly focus on a single influence at the individual psychological level, while ignoring the multilevel interaction between macro situational factors and individual factors in nested cities. Therefore, based on large-scale survey data and national statistical data from 35 cities in China, this article integrates individual-level psychological factors with urban-level background factors, employs a multilevel structural equation model (MSEM) to investigate the key influencing factors and mechanisms of individual green and low-carbon consumption behavior. It examines consumption behavior with four different characteristics: green food consumption, green low-carbon travel, green energy consumption, and green living. The results indicate that at the individual level, consumer perceived value and perceived behavioral control actively promote four types of green and low-carbon consumption practices, with conditional value having the most extensive promotion effect. At the urban level, environmental pollution, economic development, and social development can all encourage low-carbon consumption behavior. Moreover, the level of social development positively moderates the relationship between environmental pollution perception and green consumption intention. The level of environmental pollution positively moderates the relationship between environmental attitudes and green low-carbon travel. However, the level of economic development suppresses the promotion effect of environmental pollution perception on environmental attitudes. Therefore, in the formulation of environmental policies, full consideration should be given to the development status of each region. To strengthen regional infrastructure and improve the incentive system for green and low-carbon markets, it is essential to utilize information dissemination channels flexibly.