Low-carbon knowledge is seen as having a key role in interfering with household energy consumption behaviors by wide consensus from political and academic areas. Whether low-carbon publicity will help to reduce household energy consumption is still in dispute. By constructing an integrated knowledge-intention-behavior model and using 1335 detailed survey questionnaires of household energy behavior in Henan Province, the central area in China, this paper finds that in the developing area low-carbon knowledge or publicity cannot positively impact household energy-saving behavior even if mediated by energy awareness and energy-saving attitudes. Low-carbon knowledge does improve energy-saving attitude and attitude does not decrease household energy consumption directly. Familiarity with particular energy-saving knowledge would decrease the household energy consumption but not significantly in the statistics. Path analysis unfolds the reason that the heterogeneous effects of purchase-based intention and habitual intention explain energy consumption behavior. Subgroup analysis supports those economic factors of income and energy prices play key roles in explaining such household energy consumption behavior in the rapid urbanization area. This paper gives new evidence on the residential energy-saving behavior intervention among developing areas.

Promoting green behavior among corporations is essential to the green transition of industrial sectors in China. There is a unique government-led green publicity institution, ‘Xuanguan‘, that expects to accelerate the green idea and policy spread top-down in the economic system in China. However, few studies discussed its role in formulating corporate green behavior. By constructing an integrated model of Government-led publicity-Internal and external perception-Corporate green behavior, this paper explored the effect of government-led green publicity on corporate green behavior, based on the survey data of 199 industrial manufacturing corporations in Henan Province, China. A structural equation model (SEM) was adopted to detect the influence and influential path. The results found that government-led green publicity could positively enhance green behavior via improving the corporate internal perception of risk and opportunity and improving the corporate perception of external environment actors. The heterogeneity tests showed that type of publicity channels, corporate ownership, and corporate scale made different effects on the results. Further analysis proved that government-led publicity could enhance the function of formal environmental regulation. It implies that government-led publicity can be a good compensation for formal regulations and stimulate green behavior. This paper demonstrates a new factor of enhancing corporate behavior and contributed new evidence of China’s green development story.