AUTHOR=Shao Zi , Xu Yishuang 

TITLE=Moving towards carbon neutral lifestyle through FinTech social media platform: a case study of Ant Forest

JOURNAL=Frontiers in Environmental Science

VOLUME=11

YEAR=2023

URL=https://www.frontiersin.org/journals/environmental-science/articles/10.3389/fenvs.2023.1160986

DOI=10.3389/fenvs.2023.1160986

ISSN=2296-665X

ABSTRACT=<p><bold>Introduction:</bold> The escalating environmental crisis resulting from high carbon consumption has led to severe consequences. Urgent measures to reduce carbon emissions are needed. Ant Forest integrates technology to promote low-carbon behaviors, but limited knowledge exists regarding its impact on environmental behaviors.</p><p><bold>Methods:</bold> This study constructed an integrated theoretical framework based on TRA, DIT, KAB, and RL. SEM analysis was conducted on survey data. Semi-structured interviews provided qualitative data on lifestyle changes.</p><p><bold>Results:</bold> Beliefs, norms, entertainment interaction, and commonweal significantly and positively impacted citizens’ use of Ant Forest. Knowledge sharing through Ant Forest promoted environmental attitudes and low-carbon behaviors.</p><p><bold>Discussion:</bold> This study shows how fintech social media can facilitate low-carbon lifestyles and provides inspiration for businesses and governments seeking to enable a low-carbon society. Limitations are the study’s reliance on self-reported data and constraints around generalizability. Further research should build on these findings.</p>