Study On The Influencing Factors Of Tourists’ Willingness To Purchase Carbon Label Products In Tourism Industry

With the deepening of global climate change,the environmental problems brought by the climate change have become the common task of all countries.Low-carbon economy with low energy consumption and low emission points out the direction of the pressure to mitigate climate change,and countries have issued relevant low-carbon policies to reduce carbon dioxide（CO₂）emission.The United Kingdom took the lead in adopting a carbon label policy and was pursued by other countries.In the context of global climate change,China,as a major emitter of greenhouse gases,has no problem mitigating climate change.As a major tourist country,the emission of carbon dioxide from tourism is increasing,and the emission reduction of tourism is very important.Introducing the carbon label system into China’s tourism industry,guiding tourists to lower carbon consumption and promoting the bottom up emission reduction of the tourism industry is conducive to the development of low-carbon tourism.Therefore,China needs to establish the tourism carbon label system as soon as possible.Based on this,this article first elaborated on the climate change and environmental issues brought by the rapid development of human pursuit of the economy,introduced the significance of the development of low-carbon tourism,described the formation of carbon label and the importance of developing tourism carbon labels.Secondly,the article sorts out the literature on low-carbon tourism and tourism carbon label research at home and abroad,defines the concept of carbon label,and introduces low-carbon economic theory,planned behavior theory,sustainable development theory,value-belief-normative theory,attitude-behavior-situation theory.Then,a summary of the use of carbon label in tourism is presented,and the necessity and feasibility of establishing a carbon label system for tourism in China are proposed.Then,according to the theoretical basis introduced by the article to build a model,design questionnaires to collect data.The empirical data including descriptive analysis,reliability analysis,and factor analysis were collected from the collected questionnaire data.The study found that Chinese tourists have a higher degree of acceptance of the carbon label system.The three factors of tourists’cognition,external situations and tourists’environmental attitudes will affect the willingness of tourists to purchase carbon label products.Finally,through the introduction of the process of setting up a foreign carbon label system and the results of factor analysis,this paper proposes relevant policies and recommendations for the establishment of China’s tourism carbon label system,and proposes a specific concept for China’s tourism carbon label system.At present,there is very little research on the carbon label of tourism industry in China.As an important means to develop low-carbon tourism,the tourism carbon label needs urgent research.Through data collection and empirical analysis,the article studies the tourism carbon label system based on tourists’perspectives and proposes countermeasures for the follow-up research direction,with a view to bringing relevant references to the establishment of China’s tourism carbon label system.