Impact of Consumer Behavior and Marketing on Supply Chain Low-Carbon Innovation

As environmental challenges intensify, supply chain management is increasingly pivoting towards low-carbon innovation, compelling businesses to consider environmental benefits alongside economic gains. Nevertheless, existing research on how consumer preferences and marketing strategies influence low-carbon innovation within supply chains is scant and lacks a systematic analysis. This study aims to bridge this knowledge gap by examining the impact mechanisms of consumer environmental awareness and green marketing strategies on low-carbon innovation in supply chains. Utilizing a comprehensive research model developed through literature reviews, quantitative research, and scale design, this study collected data via surveys and employed descriptive statistics, reliability and validity analysis, regression, and path analysis for evaluation. The findings reveal that consumer environmental consciousness and green marketing strategies significantly influence low-carbon innovation in supply chains, with supply chain collaboration serving as a mediating factor. This research enriches the theories of supply chain management and low-carbon innovation, unveils the mediating role of supply chain collaboration, and provides practical guidelines for corporations and policymakers, thus holding substantial theoretical and practical significance.