林业经济问题2025，Vol.45Issue(3)：252-262,11.DOI:10.16832/j.cnki.1005-9709.20250095
碳标签对消费者木本粮油购买意愿的影响
The Impact of Carbon Labels on Consumers'Purchase Intention of Woody Grain and Oil
摘要
Abstract
⑴Background——Woody grain and oil hold a pivotal position in the national grain and oil security and ecological strategy.Carbon labels have brought new opportunities for their healthy development.Current research on the impact of carbon labels on consumers'purchase intentions for woody grain and oil primarily focuses on the purchasing behaviors,institutional innovation models,and the establishment and promotion of certification sys-tems,etc.However,the paths by which carbon labels drive the transformation of consumers'purchase decisions through their internal psychological mechanisms have not yet been empirically studied. ⑵Methods——Based on the Theory of Planned Behavior and the Perceived Value Theory,this paper pro-posed the research hypotheses,and selected consumers'purchase intention as the dependent variable,consum-ers'perception degree of carbon labels as the independent variable,and consumers'health perception and low-carbon perception as the mediating variables.The research data were derived from a questionnaire survey conduc-ted by the research group in February 2023,with a total of 582 valid questionnaires obtained.Then,it empirical-ly analyzed the impact of carbon labels on consumers'purchase intention of camellia oil. ⑶ Results——First,the consumers'perception degree of carbon labels had a significant positive impact on their purchase intention of woody edible oil.That is,the higher the consumers'perception degree of carbon labels,the stronger their purchase intention of woody edible oil.Second,the consumers'perception of carbon la-bels had a significant positive impact on both their health perception and low-carbon perception.However,the impact of the consumers'perception of carbon labels on their health perception was significantly greater than that on their low-carbon perception.The consumers'health perception and low-carbon perception had a significant positive impact on their purchase intention of woody edible oil.Third,the consumers'health perception and low-carbon perception played a partial mediating role in their purchase intention of woody edible oil,with the media-ting effect values being 0.283 and 0.136,respectively. ⑷ Conclusions and Discussions——Based on the above research conclusions,the following policy sug-gestions are put forward:First,highlight the low-carbon advantages of woody grain and oil to enhance their com-petitiveness.Improve the carbon labeling certification standards systems and supervision mechanisms.Encourage more woody grain and oil production enterprises to obtain carbon label certification and provide them with appro-priate subsidies.The carbon labeling systems should be implemented and promoted in the woody grain and oil cultivation areas.Second,Strengthen the publicity and education of carbon labeling to enhance consumers'awareness,trust and acceptance of carbon labels.Vigorously promote the relevant information of carbon labels through both online and offline channels,such as adding videos or stories about production to the carbon label in-formation.Improve the information guarantee of the entire process of woody grain and oil provided by carbon la-bels to enhance consumers'awareness,trust and acceptance of carbon labels,and further increase consumers'purchase intention of woody grain and oil.Third,establish corresponding incentive mechanisms,such as a car-bon-credit redemption system for low-carbon products,to guide consumers to purchase carbon-labeled products,and identify specific customer groups for precise marketing promotion.关键词
碳标签/木本粮油/感知程度/购买意愿Key words
carbon labels/woody grain and oil/perception degree/purchase intention分类
经济学引用本文复制引用
关善荃,孙丽丽,郑秋锦..碳标签对消费者木本粮油购买意愿的影响[J].林业经济问题,2025,45(3):252-262,11.基金项目
福建省农产品区域公用品牌发展研究项目(闽财教指[2023]72号) （闽财教指[2023]72号）
