Socio-ecological model as a framework to understand the low participation of Earth Hour among Chinese college students: conflict between belief and practice.

This is a positive trend and denies the results that rural residents are less inclined to participate in Earth Hour due to its limited exposure in the countryside ( Wang, 2015 ); the finding also supports the latest statistics regarding a rapid surge in participants from third-tier and fourth-tier cities since the gap is no longer significant ( Zhuang, 2023 ).

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