The Influencing Factors of Consumers' Intention to Purchase Carbon Labeling Products—A Study based in Shanghai, China

Sammanfattning: China has established the carbon labeling system in 2009 to quantify the greenhouse gas emitted by the product in the manufacturing process in the purpose of achieving the goal of carbon neutral. To promote the carbon labeling system working on products, not only regulate producers, consumer preference will also have a significant impact on production and the establishment of a green supply chain. Although one of the cornerstones to addressing climate change is to promote carbon labeling development on the supply side, consumer intention for products and services is the ultimate backbone of demand at the production end. Therefore, the purpose of this study is to explore consumers’ intention to purchase carbon labeling products. This study aims to explore the influencing factors of Chinese consumers' intention to purchase carbon label products. People living in Shanghai, the economic center of China, are targets in the research. In this study, the quantitative questionnaire method is used to collect data (N=312). SPSS is a software to do correlation and regression analysis. The findings show that female consumers, with higher income and higher education levels, are more likely to purchase carbon labeling products. Furthermore, Trust of Carbon labels, Attitude, Norms, and Scenarios are influencing factors and have positive impact on Consumers' Intention to Purchase Carbon Labeling Products.