China faces significant challenges in achieving its “dual carbon” goals, and constructing zero-carbon industrial parks is a key pathway to realizing these objectives. To accelerate the construction of zero-carbon industrial parks, there is an urgent need to clari-fy enterprises' willingness to participate in such initiatives and the factors influencing this willingness. This study integrated the theory of planned behavior (TPB), protection motivation theory (PMT), and motivation theory (MT) to construct a TPB-PMT-MT model. It em-ployed a structural equation model to analyze 894 valid survey questionnaires and examined the influence and transformation mecha-nisms through which behavioral attitudes, subjective norms, perceived behavioral control, and incentive factors shaped enterprises' will-ingness to participate in zero-carbon industrial park construction. The findings revealed that: ① Enterprises showed a certain level of enthusiasm for participating in zero-carbon industrial park construction, but overall willingness remained relatively low. Specifically, en-terprises in parks at or above the provincial level exhibited a relatively higher willingness to participate, while those in parks at or below the county level showed a relatively lower willingness. ② Enterprises' behavioral attitude toward such participation positively drove their willingness to participate, serving as a key influencing factor. Moreover, behavioral attitude not only directly affected their willing-ness but also mediated the indirect influence of subjective norms on participation willingness. ③ Subjective norms, perceived behavior-al control, and external incentives contributed to strengthening their willingness. Greater perceived external pressure from industry com-petition, policies, and society, as well as stronger perceived control over challenges such as transition difficulties, access to green elec-tricity, carbon-sink generation, and carbon offsetting, enhanced enterprises' willingness to participate. ④ Enterprises' willingness to participate varied across industries, geographical locations, park types, and firm sizes. To enhance enterprises' willingness to partici-pate in zero-carbon industrial park construction, governments and park authorities should increase the pressure on enterprises to en-gage, boost their confidence and motivation, innovate development models for zero-carbon industrial parks, promote their construction in a targeted and phased manner, and strengthen education and publicity regarding relevant knowledge.
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