THE IMPACTS OF ATTITUDE, KNOWLEDGE, AND BELIEF ON CARBON NEUTRALITY: EVIDENCE FROM HONG KONG

This study employs the Theory of Planned Behavior and the Theory of Reasoned Action to investigate the relationships among belief, attitude, knowledge, and intention towards carbon neutrality. Structural equation modeling is used to analyze data from a sample of 392 respondents. The results indicate that knowledge and belief positively influence the intention to adopt carbon neutrality, which is consistent with previous research. However, contrary to expectations, the study does not find significant correlations between knowledge and attitude or between attitude and behavioral intention. Belief is found to play an important mediating role in the relationships between knowledge and intention, as well as between attitude and intention. The research highlights the importance of contextual variables in understanding the relationship between knowledge, belief, and attitude towards carbon neutrality. The findings have significant implications for policymakers and marketers who seek to promote carbon neutrality and emphasize the need to develop and promote belief systems that prioritize carbon neutrality. Overall, the study provides valuable insights into the factors which affect the intention to adopt carbon neutrality.