Study On The Impact Of Reference Group To The Consumers' Purchase Intention Of Carbon Label Products

In order to cope with global warming actively,governments recently have formulated emission reduction targets and issued related policies to reduce carbon emissions.But in fact,the legal system and government constraints on enterprises alone are not enough.Therefore,carbon label has emerged.By quantifying the greenhouse gas produced by products or services at various stages in the entire life cycle,carbon label becomes a new way to promote energy conservation and emission reduction from both enterprises and consumers.In the Chinese market,the development of carbon label products cannot ignore the impact of social factors on individual consumption behavior.As the group that has the closest contact with consumers,the reference group plays a key role in the decision-making of individual consumption.Exploring the relationship between the reference group and the consumers' purchase intention of carbon label products is conducive to promoting the implementation and perfection of the carbon label system in China.In addition,it can also provide theoretical and empirical evidence for enterprises to adopt differentiated marketing strategies in the context of carbon label.Based on the theory of social influence and stimulus response,this paper constructs a theoretical model,which includes the influence of reference groups on the consumers' purchase intention of carbon label products,the mediating role of carbon label perception and the regulation effect of product type.Based on the research results of previous people,the relevant measurement scales were designed and the survey data of 233 consumers in China were used to test the research hypothesis by various empirical methods,and the theoretical model is finally revised.The main conclusions of this paper are as follows:(1)The overall performance of consumers' awareness of carbon label is general,but their average level of trust and acceptance of carbon label is high.Generally,consumers have a positive attitude towards the purchase of carbon label products;(2)The reference group has a significant positive influence on consumers' purchase intention of carbon label products,and there are differences in the degree of influence of reference group influence in different dimensions on purchase intention;(3)The carbon label perception has a certain mediating effect between the reference group and the consumers' purchase intention;(4)The product type has a regulation effect between the informational influence of the reference group and the consumers' purchase intention,but the regulation effect between the reference group influence in another dimensions and the consumers' purchase intention is not significant;(5)There are certain differences in the willingness of consumers with different individual characteristics to buy carbon label products.According to the conclusions of the study,this paper proposes the following suggestions:(1)The production and operation enterprises of carbon label products should make full use of the reference group influence and focus on improving consumers' trust and acceptance of carbon label;(2)The production and operation enterprises of carbon label products should develop differentiated marketing strategies for different goods and different consumers;(3)The government should constantly improve the laws and regulations on low-carbon consumption,regulate the market order of carbon label products and strengthen the publicity and guidance of public opinion.The possible innovations of this paper are as follows:(1)The research topic is exploratory,because the carbon label and the reference group influence are jointly introduced into the research of consumers' low-carbon consumption behavior;(2)In the research content,the researches in the field of low-carbon consumption are broaden,because this paper integrates multidisciplinary knowledge to construct a theoretical model that the influence of reference group on consumers' purchase intention of carbon label products.