An Examination of Consumer Perceptions Regarding Low-Carbon Products Using the Kano Model

A major challenge facing contemporary society is the impact of global climate change and environmental degradation. The emergence of low-carbon products illustrates sustainable consumption practices, yet a gap exists between corporate initiatives and consumer adoption. This study addresses this gap by integrating the Kano model of quality with planned behavior theories to examine consumer perceptions of low-carbon products. We surveyed 277 Taiwanese consumers online, assessing their knowledge, social influences, attitudes, and perceived behavioral control regarding low-carbon products, along with their purchasing behaviors. Using Kano’s classification method, we categorized the psychological factors influencing consumer satisfaction. Most factors (e.g., environmental knowledge, perceived ease of use, social recognition) were identified as one-dimensional attributes, while some were must-be attributes (e.g., actual environmental impact) that cause dissatisfaction if absent. One factor, peer support, was classified as attractive, enhancing satisfaction when present. The research underscores the Kano model’s utility in sustainability contexts and emphasizes prioritizing essential attributes and improving performance attributes to promote low-carbon product adoption. These findings contribute to understanding consumer perception and sustainable behavior, providing theoretical insights and practical implications.