Understanding the effect of proactive personality and perceived consumer effectiveness on low-carbon travel intention

Choosing low-carbon transportation is an effective strategy for mitigating carbon emissions. This study utilized the Theory of Planned Behavior (TPB) framework to investigate influences proactive personality and perceived consumer effectiveness on travel intention. By surveying urban residents, we examined effects subjective norm, behavioral attitude, control, personality, The findings indicated that have positive impacts Notably, norms greatest influence intention, followed by while has least impact. Furthermore, this identified attitude control as mediating factors between effectiveness, intentions. These reaffirmed universal applicability TPB in individual decision-making contexts. results also suggested promote travel, it crucial not only focus social aspects residents but leverage potential individuals with a personality.