The Impact of the Gain-Loss Frame on College Students' Willingness to Participate in the Individual Low-Carbon Behavior Rewarding System (ILBRS): The Mediating Role of Environmental Risk Perception.

Since Chinese households account for more than half of the country's total carbon emissions, efforts focused on consumption will be key to reaching carbon reduction targets. The Individual Low-carbon Behavior Rewarding System (ILBRS) is an emerging mechanism in China that encourages the public to develop a low-carbon lifestyle and it is critical to look for various approaches to enhance the public's willingness to participate in it. The framing effect has been widely used to study pro-environmental behavior as a low-cost nudge.