How does goal framing effect influence household low-carbon behavior: The roles of environmental self-efficacy and global–local identity

Introduction: Compared to carbon emission reduction from production, reduction from households is more required. This study explores the mechanism and boundary conditions of the effect of goal framing on household low-carbon behavior by drawing on the framing effect and social cognitive theory. The central questions posed in this research are whether, how, and under what circumstances goal framing affects household low-carbon behavior.Methods: We tested the hypotheses in two studies. Study 1 investigated the main effect of whether the framing effect of climate change has a different influence on household low-carbon behavior. Study 2 further confirmed the main effect of this study and verified the mediating role of environmental self-efficacy and the moderating role of global–local identity.Results: Across two experiments, we discovers: 1) Goal framing of climate change messages affects household low-carbon behavior. In particular, loss framing elicits a greater persuasive impact on household low-carbon behavior than gain framing. 2) Environmental self-efficacy plays a mediating role between the framing effect and household low-carbon behavior. Specifically, loss framing of climate change messages is more likely to increase residents' environmental self-efficacy than gain framing, which increases their household low-carbon behavior. 3) Residents' global-local identity moderates the effect of the framing messages on household low-carbon behavior. Among residents with a local identity, loss framing has a more powerful influence on household low-carbon behavior compared to gain framing. Among residents with a global identity, a significant difference between the effects of loss and gain framing on household low-carbon behavior is not found.Discussion: The theoretical and managerial implications of the study are also discussed