干旱区资源与环境2026，Vol.40Issue(6)：50-61,12.DOI:10.13448/j.cnki.jalre.2026.096
碳标签产品购买意愿与行为的影响机制探索
Exploring the mechanisms influencing urban residents' purchase intention and behavior towards carbon-labeled products:An integrated perspective of UTAUT2 and identity theory
摘要
Abstract
Integrating the Unified Theory of Acceptance and Use of Technology 2(UTAUT2)and Identity Theory,this research constructs a comprehensive framework to analyze the underlying mechanisms of urban residents' purchase intention toward carbon-labeled products and their engagement in low-carbon behaviors.An empirical investigation was conducted using Structural Equation Modeling(SEM)and multi-group analysis on a dataset of 1137 surveys collected from urban residents.The findings revealed that:Social influence and facilitating conditions emerged as the core determinants fostering purchase intention,with performance expectancy,effort expectancy,role identity,and habit also exerting significant positive effects.Purchase intention was identified as a key mediator in the causal chain from these antecedents to low-carbon behavior,wherein the indirect effect of facilitating conditions channeled through purchase intention was particularly pronounced.Habit was demonstrated to possess a unique dual-pathway characteristics,it not only directly drove the low-carbon behavior but also indirectly influenced purchase intention.A significant moderating effect of consumption level was also observed.Economic constraints were identified as the primary obstacle creating the"intention-behavior"gap for low-consumption groups.Comparatively,enhancing facilitating conditions yielded a stronger marginal effect on the purchase intention of low-consumption individuals than on their high-consumption counterparts.These results provide a decision-making reference for the precise and differentiated design of China's carbon labeling system,aiming to translate the green purchase intentions of urban residents into tangible low-carbon actions.关键词
碳标签产品/购买意愿/UTAUT2模型/结构方程/多群组比较分析Key words
carbon-labeled products/purchase intention/UTAUT2 model/structural equation modeling/multi-group analysis分类
管理科学引用本文复制引用
闫丹,黄少轩,张万力..碳标签产品购买意愿与行为的影响机制探索[J].干旱区资源与环境,2026,40(6):50-61,12.基金项目
浙江省哲学社会科学规划重点课题(26NDJC012Z) （26NDJC012Z）
浙江省属高校基本科研业务费专项资金(GB202302002) （GB202302002）
浙江省教育厅一般科研项目(Y202559779) （Y202559779）
国家社科基金后期资助项目(24FGLB162)资助. （24FGLB162）
