Young Consumers' Purchase Intention On Carbon Label Products

The course of human development has a long history and it has made valiant record on rebuilding and utilizing nature.However,environmental problems such as global warming are emerging.For human's sustainable development and dealing with carbon barriers,more and more countries are applying carbon label.China has also begun to gradually force in the field of carbon label.However,it is far from enough to rely solely on the legal framework and the government's restrictions on producers.Emission reduction should not ignore the last but not the least important link of the industrial chain-consumers.We should promote consumers to exercise their vote function,and thereby force companies to produce low-carbon products,develop low-carbon technologies,and reduce carbon emissions.Young consumers have many excellent features among consumer group,such as excellent cognition,high education,good receptivity and potential consuming capacity.Carbon label in our country has not been widely promoted and it is a relatively new concept,so this study choose young consumer group as the research object.Focusing on knowledge of carbon label,design of carbon label and influence factors of purchase intention in the field of literature,this paper reviews the research status of carbon label field at home and abroad.Combined with the ABC model of attitude,the reasonable behavior model,planned behavior theory model,value-belief-norm theory and attitude-behavior-context theory,this paper establish an influential factor model of purchase intention on carbon label products.Through questionnaires to collect data and empirical analysis methods such as SEM,this paper mainly study how different carbon label designs and other main factors affect the purchase intention of low carbon products.Finally,we summarize the conclusions and present some suggestions for relevant policy.The main conclusions are:Firstly,most young consumers know little about carbon label and related system;secondly,design of carbon label,purchase attitude,reference group,marital status and income level have significant effects on low carbon consumption intention;the influence of knowledge of carbon label,trust of carbon label,gender and so on low carbon consumption intention is not significant;knowledge of carbon label is mediated by purchase attitude and has a significant impact on low carbon consumption intention.The innovation of this paper is that the factor,design of carbon label,is added to the purchase intention model on carbon label products,and analyzing what kind of carbon labels are more effectively instructive.And then according to the research conclusions,we put forward relevant suggestions for China's carbon label design.The inadequacies of this study:firstly,the carbon label concept is relatively new,and consumers mostly do not have the relevant consumption experience,therefore some errors in measurement results are unavoidable,so the further research should combine questionnaire with experiment;secondly,only obtaining data by questionnaire has limitations in sample representation;furthermore,there are so many influence factors,such as price,values,knowledge of environment and so on,so we need further researches;finally,purchase intention does not represent the real consumer behavior,therefore,it is necessary to explore the relationship between purchase intention and consumer behavior.