Knowledge of awareness, behavior and barriers to putting carbon management in place is particularly useful for policy-makers in providing favorable conditions in support of firms’ climate change adaptation measures. According to unique data from in-depth interviews with firms from the most fossil fuel-intensive industries in Fujian, China, the present study indicated that the firms were relatively well informed of the knowledge and value of carbon management, and had a strong willingness to act. Nevertheless, there was no indication of actual behavior by these firms to enact carbon management, and a striking gap existed between awareness and behavior. The results also indicated the barriers, which were categorized into structural, regulatory, contextual and cultural. These barriers and their mutually reinforcing effects hampered the process of translating awareness into actual behavior. ► Firms were well informed of the knowledge and value of carbon management. ► Firms had a strong willingness to act carbon management. ► There was no indication of actual behavior by firms to enact carbon management. ► A striking gap existed between awareness and behavior. ► Structural, regulatory, contextual and cultural barriers hampered the process of translating awareness into behavior.