消费者的碳标签认知及对其低碳消费行为的影响

摘要

碳标签是全球气候变化背景下企业实施低碳管理转型的重要策略与方法.消费者在对待碳标签上普遍持较积极的态度,"知行不一"是碳标签推广所面临的消费者认知-行为鸿沟与挑战.消费者个体特征、碳标签特征、企业社会公民形象是影响消费者碳标签采纳的主要因素,价格在碳标签影响消费者的产品购买上具有调节效应.碳标签对消费者而言具有环境联想功能与"绿活族"的使用者形象价值,消费者的低碳产品购买受从众效应、逆反效应与反弹效应的影响.%Carbon labeling is an important strategy and methods for the transformation of enterprise low-carbon management under the context of global climate change.Consumers harbor a positive attitude towards the carbon labeling.Unfortunately, the inconsistent between knowing and doing is a significant challenge for the promotion of carbon labeling.Consumer individual characteristics, features of carbon labeling and corporate social citizenship image are the main factors affecting the consumer decision of using carbon labeling.Price indicates a moderating effects on the consumer purchase behavior.For consumers, carbon labeling has the function of environmental association and shows an image of green living lifestyle.