Study on the Driving Path of Contractors’ Low-Carbon Behavior under Institutional Logic and Technological Logic

Based on the analytical framework of the Theory of Planned Behavior (TPB), this paper decomposed the driving factors under institutional logic and technological logic, and empirically tested the driving path of the low-carbon behavior (LCB) of contractors from the perspective of corporate cognition. Moreover, this study further explored the differences in driving factors under different logic orientations and the formation mechanism of decoupling of heterogeneous LCB. The findings of this paper are as follows. Firstly, institutional logic and technological logic jointly drive the LCB of contractors. Perceived behavior control is not a sufficient condition. Secondly, institutional logic is more effective than technological logic in terms of the direction and coefficient of the driving path. Thirdly, institutional pressure does not directly lead to the decoupling of LCB of contractors but is mediated by intrinsic motivation. These findings provide support and help to the decision makers to cultivate and improve the level of contractors’ LCB in China and many other such countries that are similarly involved.