Factors Shaping Thai Millennials' Low-Carbon Behavior: Insights from Extended Theory of Planned Behavior

Abstract

Objective: This research serves a dual purpose: To construct a predictive model for low-carbon behavior among Thai millennials and to analyze the interplay between socio-demographic variables and eco-conscious actions. Methods/Analysis: By employing PLS-SEM and surveying 150 Thai millennials through purposive sampling, this study reaffirms the influence of persuasive technology and incentives on low-carbon behaviors. It highlights the significance of perceived behavioral control within the TPB framework and reveals intricate pathways by which persuasive technology and incentives shape attitudes, perceived control, and social norms, thereby driving eco-friendly actions. Findings: Among Thai millennials, positive attitudes and perceived control drive low-carbon behavior, while social norms and accessible low-carbon infrastructure also impact eco-conscious actions. Persuasive technology shows promise for attitude adjustment, but incentives' relationship with low-carbon behavior is complex. Interestingly, mature women exhibit more low-carbon behavior, whereas education and income show an inverse relationship. Novelty/Improvement: This study contributes novel and substantial insights into the drivers of low-carbon behavior among Thai millennials by integrating diverse theoretical frameworks. It enriches our understanding of the mediating role of TPB factors and socio-demographic dimensions, offering invaluable guidance for stakeholders in crafting effective interventions while aligning seamlessly with Sustainable Development Goals 7, 9, 12, and 13.