Advancing low-carbon consumption: drivers of purchase intention for carbon-labeled agricultural products in China

Purpose This paper aims to analyze Chinese consumers’ purchase intention for carbon-labeled agricultural products and to identify and empirically examine the perceptual, attitudinal and policy-related determinants of purchase intention. Design/methodology/approach A quantitative research design was adopted. Data for this study were collected from an online questionnaire survey targeting consumers in Shanghai (n = 734). Hypotheses were developed based on theories and literature. Partial Least Squares Structural Equation Modeling was used to analyze data and test the hypothesized relationships. Findings Although consumer awareness of carbon labeling is relatively low (Mean = 2.77, SD = 1.13), their willingness to purchase carbon-labeled products is notably high (Mean = 3.96, SD = 0.67). Consumption attitudes exert a significant positive influence on purchase intention (β = 0.215, p < 0.001). Consumers’ perceptions of both carbon labeling (β = 0.201, p < 0.001) and climate change (β = 0.186, p < 0.001) significantly enhance consumption attitudes, which in turn positively affect purchase intention (β = 0.043, p < 0.001; β = 0.040, p < 0.001). Subsidy policies are found to significantly strengthen the relationship between consumption attitudes and purchase intention (β = 0.075, p < 0.05). Originality/value The application of carbon labels to agricultural products has emerged only recently. To date, limited research has assessed Chinese consumers’ purchase intentions for carbon-labeled agricultural products. This study not only identifies the direct drivers of consumers’ purchase intentions but also uncovers important mediators and moderators. From a theoretical standpoint, this study captures the crucial link between consumers’ perceptions of climate change and their purchase intentions for carbon-labeled agricultural products. The findings offer actionable insights for policy planning and future research aimed at promoting low-carbon consumption.