Citizen low-carbon choices through zero carbon lifestyle frameworks

This study explores the diversity of urban residents' preferences for low-carbon lifestyle choices in Jakarta through a comprehensive choice experiment. The population is categorized into three distinct groups: proactive green consumers, green e-verifycators, and traditionalists, identified using Latent Class Model (LCM) segmentation. The analysis reveals significant variations in Marginal Willingness to Participate (MWTP), defined as the additional time (in minutes per day) individuals are willing to dedicate to low-carbon actions, across different sustainability activities. The research quantifies MWTP, showing that basic carbon awareness activities such as estimating daily carbon footprints and choosing local and organic products average 4.28 min/day. Activities emphasizing renewable energy, including adopting renewable technologies and participating in educational efforts, demonstrate a higher MWTP of 22.60 min/day, indicating a strong preference for practical and impactful actions. The most substantial commitment to low-carbon behaviors, encompassing advanced carbon tracking, sustainable consumption, renewable energy use, and carbon offset activities, shows the highest MWTP at 34.82 min/day. This suggests a significant readiness among residents to invest in extensive low-carbon lifestyle adjustments. These findings underscore the importance of an interdisciplinary approach that integrates insights from environmental science, psychology, urban planning, and economics, while also highlighting the role of economic incentives such as carbon pricing, subsidies, and tax credits in promoting sustainable behavioral change. Such an approach is essential for effectively addressing the complexities of urban sustainability.