Evaluation of the moderating effect of cultural values on low-carbon consumption intentions among residents of Shanxi Province

China, as the world's largest carbon emitter, plays a pivotal role in driving the global green transition. Cultural values have long been recognized as a fundamental framework influencing individual behaviors. To enhance the effectiveness of emission reduction policies, this study focuses on residential energy consumption, a major contributor to carbon emissions. Specifically, it explores the mechanisms underlying the formation of low-carbon consumption intentions among residents in Shanxi Province, a region heavily reliant on energy production. Grounded in the Theory of Planned Behavior (TPB), this research examines individual psychological factors and motivations for low-carbon consumption, with collectivist values and man-to-nature orientation values serving as moderating variables. The findings reveal that the TPB framework effectively explains the low-carbon consumption intentions of Shanxi residents. Notably, collectivist values and man-to-nature orientation values significantly moderate the relationship between individual psychological factors and low-carbon consumption intentions. By addressing the research gap in low-carbon consumption from a cultural perspective, this study provides critical insights for achieving carbon peaking, carbon neutrality, and Sustainable Development Goals (SDGs). Furthermore, it offers innovative perspectives for strategic transformation and sustainable development in Shanxi Province.