How Does Internet Usage Enhance Residents’ Willingness to Pay for Low-Carbon Electricity? A Perspective on Residents’ Cognition

Transitioning to a low-carbon electricity model can significantly reduce carbon emissions and offer substantial environmental benefits. A critical factor in this transition is residents’ willingness to pay for low-carbon electricity, which can drive sustainable consumption patterns. Given the internet’s pivotal role in information dissemination and communication, it is important to investigate how internet usage influences residents’ willingness to pay for low-carbon electricity. Using data from the China General Social Survey 2018, Ordinary Least Squares regression and a moderating-effect model were employed in this study to examine the research topic. The findings reveal that internet usage significantly increases residents’ willingness to pay for low-carbon electricity. A further mechanism analysis shows that low-carbon cognition plays a moderating role, enhancing the effect of internet usage on residents’ willingness to pay for low-carbon electricity. Moreover, a heterogeneity analysis indicates that the positive impact of internet usage on willingness to pay for low-carbon electricity varies by region, gender, and household registration status. This study contributes to the literature on green energy payment willingness by highlighting the key role of internet usage and providing valuable insights for policymakers to enhance public support for low-carbon initiatives.