Predicting household PM2.5-reduction behavior in Chinese urban areas: An integrative model of Theory of Planned Behavior and Norm Activation Theory

Fine particulate matter (PM2.5) emissions have attracted wide attention due to their negative effects on haze air pollution and human health. Regulating household PM2.5-reduction behavior is a beneficial measure for PM2.5 emission control in urban areas. The current research examines the determinants that affect household PM2.5-reduction behavioral intention, and an integrative model of Theory of Planned Behavior (TPB), incorporated with Norm Activation Theory (NAM), was used. An effective sample of 418 urban households who lived in heavy haze areas of China was collected. The empirical results revealed that household attitude toward PM2.5-reduction, perceived behavioral control and descriptive norm all significantly affected PM2.5-reduction intention, while subjective norm was not. Furthermore, in addressing severe haze pollution, household environmental concern indirectly and significantly affects their moral norm and intention. In addition, there was a moderating effect of perceived behavioral control (stemming from TPB) on the relationship between household moral norm (stemming from NAM) and PM2.5-reduction intention. The results confirm the appropriateness of the integrative model in predicting household intention to participate in PM2.5-reduction behavior. Then, we discuss the implications for regulating household PM2.5-reduction behavior based on the determinants and provide suggestions for future studies.