Based on Social Network Theory and the Planned Behaviour Theory, this paper adopts a multi-group analysis of structural equation model and uses the low-carbon behavioural intention as a mediator to analyse the role of social network embeddedness in influencing residents’ low-carbon household behaviours. Based on the reliability test of the scale and the first-order confirmatory factor analysis, the direct and mediating effect dual models are used to verify the proposed research hypothesis; furthermore, based on demographic and family characteristics, a multi-group structural equation model analysis is conducted. The empirical results show that social network embeddedness will significantly improve residents’ low-carbon household behaviours and reduce household carbon emissions. Social networks will embed residents’ low-carbon household behaviours through direct effects and incomplete mediation of low-carbon behavioural intentions as mediators. Multi-group analysis result shows that female and highly-educated groups exhibited better low-carbon household behaviours, and different family scales, monthly incomes and consumption, housing size, and living area show significant influences on low-carbon household behaviours.

Introduction

Increasing greenhouse gas emissions have led to an increase in global average temperatures, which have resulted in melting ice sheets, ozone holes, extreme weather, drought, desertification, and rising sea levels. Therefore, global climate change caused by greenhouse gas emissions has become one of the major threats to sustainable development in the world today (Kahn, 2009; Geng, 2018). It is estimated that five million people worldwide die every year from air pollution, famine, and disease caused by climate change and excessive carbon emissions (Chinese Academy of Sciences Sustainable Development Strategy Research Group, 2009; Guo, 2018). The increase in greenhouse gas emissions from human activities, especially the increase in CO2 emissions, is the main cause of climate warming. Therefore, the development of a low-carbon economy and a low-carbon society has become the basic consensus among humankind to cope with global warming (IPCC, 2013; Zhang, 2018). China’s nominal carbon emissions have surpassed those of the USA, ranking first in the world, and China is under pressure to reduce her emissions from the international community (Wang and He, 2011). Wei et al. (2007) assessed the carbon emissions of urban and rural residents in China from 1999 to 2002 and found that 30% of all carbon emissions come from residents’ daily consumption patterns and lifestyles.