Research On The Market Vitality Stimulation Mechanism Of Low-carbon Supply Chain Products

In recent years,with the continuous development of low-carbon economy,low-carbon supply chain products have gradually entered people’s vision.Affected by the high emission reduction cost and double marginal effect of the supply chain,the price of low-carbon supply chain products is often higher than that of ordinary products.Affected by price and other aspects,although consumers have strong awareness of low-carbon environmental protection,their actual consumption demand for low-carbon supply chain products is weak.Faced with such a predicament,it is the fundamental driving force for the development of low-carbon supply chain to activate the effective market demand for low-carbon supply chain products.Effective market demand for low-carbon supply chain products can generate economies of scale and reduce the cost of emission reduction in the supply chain,and the economies of scale in the production process of low-carbon supply chain products must also be transmitted to the end market.Therefore,how to effectively guide consumers to choose low-carbon supply chain products,stimulating market activity,and promoting the active emission reduction of various industrial supply chains with the end consumer market have important practical significance.Firstly,through in-depth interviews,this paper uses grounded theory to explore the deep-seated factors that consumers choose low-carbon supply chain products in their daily lives,and constructs a comprehensive theoretical model of low-carbon supply chain product consumption.Secondly,according to the specific categories extracted from the interview data,combined with the PPM(Push-Pull-Mooring)theoretical framework and planned behavior theory,put forward hypotheses,this paper empirically test and analyze the research hypotheses by using structural equation model and Logit model,analyzing the influencing factors of consumers’ choice of low-carbon supply chain products according to the actual survey data.Finally,taking new energy vehicles as an example,focusing on the effect of policy and regulation intervention,based on the SOR theory(Stimulus-Organism-Response),this paper studies how low-carbon consumption policy affects consumers’ choice of low-carbon supply chain products by affecting consumers’ perceived value,using structural equation model to determine the path coefficient between low-carbon consumption policy and consumers’ perceived benefits and perceived risks,and then constructs system dynamics model to analyse the decision-making mechanism of low-carbon supply chain product consumption under the low-carbon consumption promotion policy.Based on the above research,the main conclusions of this paper are as follows: firstly,consumers’ low-carbon awareness directly affects their choice of carbon consumption behavior,consumers’ perceived value is the internal situational factor affecting the consumption of low-carbon supply chain products,and the differentiation characteristics of low-carbon supply chain products,social reference norms and institutional technology situation are the external situational factors.Secondly,under the push-pull-mooring framework,structural equation model test and analysis shows that,pushing factors(consumers perceive environmental issues),pulling factors(policy and regulation intervention),and mooring factors(perceptions behavior control)all have a significant impact on consumers’ choice of low-carbon supply chain products,while the further test and analysis of Logit model shows that consumers’ gender,age,attention to environmental problems,concern about environmental problems,publicity and promotion policies,fiscal and tax policies have a significant impact on whether consumers choose low-carbon supply chain products.Thirdly,different low-carbon policies have different effects on consumers’ perceived benefits and perceived risks.Among them,publicity and promotion policies have a significant impact,followed by technology and infrastructure policies,while fiscal and tax incentive policies have the weakest impact and only have a certain impact on perceived risks;and under the change of a single low-carbon policy,the effect of publicity and promotion policy is better,and under the change of multi low-carbon policy combination,the effect of publicity and promotion policy and technology and infrastructure policy is better.