The Study Of Consumer Knowledge、Attitude And Behavioral Intention Of Carbon Offsets Rewards Program

With the development of low-carbon economy, and the increasing of consumer demandfor low-carbon consumption, companies need to develop the right marketing strategy andlow carbon approach to address changes in the consumer environment, thus achievingcorporate responsibility for environmental protection and establishing a good social imageand also attracting more consumers to participate and maintaining customer loyalty.However, many types of customer loyalty programs, the development of homogenizationphenomenon occurs. The concept of carbon offsets, and the implementation of corporatecarbon offsets programs for enterprises to implement customer loyalty program provide anew idea. Customer relationship carbon offset projects provide more consumer value forcustomers from the social benefit levels.Can this new way customers return be accepted byconsumers, as well as the research of the impact factors of carbon offsets reward program isvery important.This paper studies the impact of consumer knowledge in carbon offsets reward programbehavior intention. Through the relevant research literature, based on Cognitive-Affective-Conative (CAC) paradigm,we establish a relational model of carbon offsets rewardprogram behavioral intentions, aiming to reveal the effects of consumer attitudes andknowledge on the carbon offsets reward program behavioral intentions. By experimentalmethod, using scenario simulation to control consumers’ different degresss ofenvironmental knowledge and knowledge of carbon offsets, the paper uses SPSS softwarefor data processing, to examine the influence of environmental knowledge to carbon offsetsattitudes and carbon offsets reward program behavioral intentions, as well as the mediatingrole of carbon offsets attitude. The univariate group experimental results show that theconsumer’s level of environmental knowledge affect the attitude of carbon offsets, carbonoffsets social interest demands a significant impact on consumer attitudes, then promote theacceptance intentions for carbon offset reward program, while carbon offset attitude plays amediating role between environmental knowledge and carbon offsets reward programsbehavioral intentions. In the end we put forward policy recommendations and marketing implications for guiding and promoting consumer participation in carbon offsets rewardprogram.