Choosing the right policy: Factors influencing the preferences of consumption-side personal carbon reduction policies

With the development of the social economy and the improvement of personal income, the government must consider formulating personal carbon reduction policies to reduce carbon emissions from the consumption side. Therefore, it is valuable to understand the public's preferences for different policies and the factors influencing the willingness of policy support, which can help policy selection and promotion. Using data collected from 2801 college students and a multinomial logit model, this study explores the influence of personal and social factors on preferences for three different personal carbon reduction policies (personal carbon trading, carbon tax, and carbon generalized system of preferences). The results show that individuals with higher levels of affluence, social trust, and social norms prefer personal carbon trading; individuals with higher levels of affluence, self-motivation, and social norms prefer carbon tax; individuals with higher levels of low-carbon behavioral attitudes and social trust prefer carbon generalized system of preferences; and low-carbon responsibility, access to low-carbon information, and social equity are beneficial to all three policies. In addition, this study examined the heterogeneity of individuals with different levels of affluence and low-carbon behavioral attitudes. This study compares the differences in influencing factors of policy preferences, clarifies the effects of various personal and social factors, which can help the government to design consumption-side personal carbon reduction policies in the future, and provide a reference for the promotion of corresponding policies.