Consumption intention and influencing factors of carbon labeled electrical products in China: based on COM-B theory and moderated mediation model

As a new policy tool to develop low-carbon economy and deal with green trade barriers, it is of great significance to study the consumption willingness and influencing factors of carbon label in China to promote the progress of carbon label construction and achieve the goal of “dual carbon”. In this paper, COMB theory and moderated mediation model were used to analyze the data of 763 valid questionnaires collected from five cities in Fujian province, and to explore the consumption intention and influencing factors of Fujian residents on carbon label electrical products. Research shows that: (1) carbon labels knowledge level is not only significant positive direct influence on willingness to spend, also play a role of partial mediation through the emission of carbon labels to understand, and carbon labels credibility to the mediation first half plays a role of negative adjustment path. (2) Social responsibility indirectly increases consumption intention through the chain path of “environmental attention → perceived value”, and the ability to identify environmental products positively moderates the effect of environmental attention on consumption intention. (3) External incentives can not only directly improve consumption intention, but also form a partial mediating effect through price affordability, while product availability has a significant positive main effect on consumption intention. Based on the research results, this paper puts forward countermeasures and suggestions from the aspects of improving the cognition level of carbon label, strengthening the credibility certification of carbon label, improving the perceived value, improving the incentive mechanism of green consumption, and enriching the types of carbon label products, so as to lead the low-carbon consumption of electrical products and promote the better construction of China's carbon label system through the joint efforts of the government, enterprises, consumers and industries.