Research on the reasons for the disunity of knowing and doing in low-carbon consumption — based on the grounded theory

Under the background of "carbon peaking and carbon neutrality", the carbon emissions produced by the public’s daily consumption cannot be ignored. However, the data show that there is a disunity of knowing and doing in low-carbon consumption. How to get out of the dilemma, and how to guide the public to the low-carbon consumption mode has become an urgent issue to be solved. This study uses the research method of in-depth interview and the grounded theory to build a research model suitable for the analysis of low-carbon consumption behavior, and explains the disunity of knowing and doing. The results show that low-carbon knowledge, personal benefits, moral image and social norms have significant effects on low-carbon consumption behavior, and the mechanisms and paths of their effects are different. On this basis, this study explores and integrates the "knowledge-cognition-behavior" model to analyse low-carbon consumption behaviors, which can provide targeted policy ideas and implementation paths for relevant institutions