“I Am Willing, but Acting Is Hard”: Unpacking the Intention–Behavior Gap in Carbon Inclusivity Mechanisms Using Social Practice and MOA Theory

Carbon inclusivity (CI) mechanisms face weak low-carbon adoption despite strong consumer intention in China. Prior studies explain low-carbon behavior mainly from individual psychological perspectives yet rarely investigate the intention–behavior gap in the digital–physical scenarios of CI mechanisms. Furthermore, single theoretical lenses such as the Motivation–Opportunity–Ability (MOA) framework or Social Practice Theory (SPT) have clear limitations in interpreting this gap. This study integrates the MOA framework with SPT to construct a novel “Motivation–Intention–Context–Practice–Behavior” (MICPB) model, framing behavioral change as a dynamic interplay of internal motivation, external opportunities, and evolving social practices. Different from studies adopting MOA or SPT in isolation, the MICPB model bridges individual psychological processes and routine social practices to unpack the intention–behavior gap. Adopting grounded theory to analyze 42 interviews from China’s CI pilot regions, we identify three core dimensions of the gap: limited internal competencies and emotional conflicts, fragmented external incentives and platform defects, and misalignment between low-carbon values and daily routines. The MICPB model reveals that the gap stems from misalignment across motivation, context and practice, and enriches MOA theory by incorporating practice-based dynamics. This integrated framework deepens understandings of barriers to consumer low-carbon participation under CI schemes. This study suggests coordinated policy and corporate efforts to restructure social practices, bridge the intention–behavior gap, and align digital governance with low-carbon transitions.