碳标签对低碳购买意愿的作用路径研究——基于亲社会行为调节的中介效应

Research on the Path of Carbon Label on Low Carbon Purchase Intention： Exploring the Moderating Effect of Prosocial Behavior Regulation

中文关键词:  低碳购买意愿  碳标签  感知价值  亲社会行为

英文关键词:low carbon purchase intention  carbon label  perceived value  prosocial behavior

中文摘要:

      降低消费阶段的碳排放量对实现国家“双碳”战略目标具有重要意义。在此背景下，本研究从碳标签出发，引入“亲社会行为”这一变量，提出研究假设并构建了消费者低碳购买意愿的模型，利用调查问卷和结构方程模型进行数据分析，探究碳标签对消费者低碳购买意愿的影响，并分析亲社会行为在其中的调节作用。研究结果显示，碳标签认知、碳标签宣传均直接影响消费者的低碳购买意愿，碳标签公信力对低碳购买意愿没有直接影响；感知价值和购买态度在碳标签相关因素与低碳购买意愿之间起到完全或部分中介作用；亲社会行为在感知价值和购买态度对低碳购买意愿产生中介效应的链路上具有调节作用。基于研究结果，本文从提高消费者碳标签的认知水平、增强碳标签的宣传效果、提升碳标签的公信力、倡导亲社会的低碳行为等方面提出对策建议，以期通过政府、企业和消费者的多方努力，促进消费者积极参与低碳消费，实现消费领域的低碳变革。

英文摘要:

      Reducing carbon emissions during the consumption stage is significant for achieving the national “dual carbon” strategic goals. This study focuses on carbon labels and introduces the variable of “prosocial behavior”， puts forward the research hypothesis and constructs the model of consumers’ low-carbon purchase intention， uses survey questionnaires and structural equation models for data analysis， explores the influence of carbon labels on consumers’ low-carbon purchase intention and examines the moderating role of prosocial behavior in it. The research findings indicate that carbon label awareness and carbon label publicity have a direct impact on consumers’ low-carbon purchasing intention， while carbon label credibility has no direct impact. Perceived value and purchasing attitude mediate the relationship between carbon label-related factors and low-carbon purchasing intention， either fully or partially. Prosocial behavior moderates the link between perceived value， purchase attitude， and low-carbon purchase intention. Based on these results， the article proposes countermeasures and suggestions to improve consumer awareness of carbon labels， enhance their publicity effect， establish credibility， and advocate prosocial low-carbon behavior. The aim is to promote active consumer participation in low-carbon consumption and achieve a low-carbon transformation in the consumption field through the collaborative efforts of the government， enterprises， and consumers.