Advancing low-carbon consumption: drivers of purchase intention for carbon-labeled agricultural products in China

Abstract

Purpose – This paper aims to analyze Chinese consumers’ purchase intention for carbon-labeled agricultural products and to identify and empirically examine the perceptual, attitudinal and policy-related determinants of purchase intention. Design/methodology/approach – A quantitative research design was adopted. Data for this study were collected from an online questionnaire survey targeting consumers in Shanghai (n = 734). Hypotheses were developed based on theories and literature. Partial Least Squares Structural Equation Modeling was used to analyze data and test the hypothesized relationships. Findings – Although consumer awareness of carbon labeling is relatively low (Mean = 2.77, SD = 1.13), their willingness to purchase carbon-labeled products is notably high (Mean = 3.96, SD = 0.67). Consumption attitudes exert a significant positive influence on purchase intention (β = 0.215, p < 0.001). Consumers’ perceptions of both carbon labeling (β = 0.201, p < 0.001) and climate change (β = 0.186, p < 0.001) significantly enhance consumption attitudes, which in turn positively affect purchase intention (β = 0.043, p < 0.001; β = 0.040, p < 0.001). Subsidy policies are found to significantly strengthen the relationship between consumption attitudes and purchase intention (β = 0.075, p < 0.05). Originality/value – The application of carbon labels to agricultural products has emerged only recently. To date, limited research has assessed Chinese consumers’ purchase intentions for carbon-labeled agricultural products. This study not only identifies the direct drivers of consumers’ purchase intentions but also uncovers important mediators and moderators. From a theoretical standpoint, this study captures the crucial link between consumers’ perceptions of climate change and their purchase intentions for carbon-labeled agricultural products. The findings offer actionable insights for policy planning and future research aimed at promoting low-carbon consumption.