Framing carbon pricing for public acceptance: an integrated implementation perspective on sustainability perceptions in an emerging economy

Abstract

Carbon pricing is increasingly recognised as a cornerstone of national sustainability strategies, yet its long-term success depends not only on sound policy design but also on how implementation is perceived by the public. Despite growing research on public acceptance of carbon pricing, limited attention has been given to how implementation characteristics shape multidimensional sustainability evaluations in emerging economies. To address this gap, this study integrates Diffusion of Innovation (DOI) theory with the Triple Bottom Line (TBL) framework to examine the associations between innovation attributes and perceptions of economic feasibility, social legitimacy, and environmental credibility. Using survey data from Malaysia (n = 918), multiple regression analyses and diagnostic assessments reveal substantial interdependence among DOI attributes, suggesting that implementation characteristics may operate as an integrated perception structure rather than being evaluated as entirely independent implementation mechanisms. The findings indicate consistently positive associations between DOI-based implementation characteristics and perceived economic, social, and environmental sustainability outcomes, reflecting an integrated pattern of public policy evaluation. The observed multicollinearity, strong intercorrelations, and principal component analysis further suggest that respondents’ evaluations may reflect an integrated perception of implementation quality rather than completely separable evaluations of individual mechanisms. The study contributes to diffusion and sustainability policy research by demonstrating how integrating DOI and TBL offers a more comprehensive perspective on public evaluations of carbon pricing implementation. The findings highlight the importance of coherent implementation strategies incorporating pilot implementation, policy communication, transparency, and complementary governance mechanisms to strengthen policy legitimacy in emerging economies.