Study On Consumers’ Behaviour Mechanism In The Context Of Carbon Labelling Scheme

In the recent decades, energy crisis and global greenhouse effect have been widely concerned. Low carbon economy and sustainable development are regarded as one of the effective ways to realize the balance between environmental protection and economic development. Carbon labelling is a new tag summary to provide the carbon footprint information, which could guide low carbon consumption and low carbon production, and develop low carbon economy. Carbon labelling scheme has been basically mature abroad, but our country is still in its infancy. Especially, the study on stakeholders’behavior mechanism needs more attention, in the process of implementing carbon labelling scheme.This paper focuses on the one of the market driver—consumers. Firstly, finding main factors of influencing consumers’behavior based on the literature research. Then, investigating the consumers’willingness to buy carbon labelled products by questionnaire survey. Next, modelling consumers’responses to carbon labelled products and simulating the market development trend of carbon labelled products, using system dynamic approach and game theory, aiming to provide the theoretical basis and decision-making reference for the development of carbon labelled products market.This paper suggests that:1. The carbon labelled products had the potential market demand. Although the consumers in Chengdu did not quite know the meaning of carbon labelling, their purchase intention on carbon labelled products was relatively high. Similar to the domestic situation, price, demographic characteristics, publicity, perceived risk, perceived consumer effectiveness, acceptance of carbon labeling and environmental awareness etc. may be the main factors of influencing consumers’ perception to carbon labelled products.2. The system dynamics simulation results showed that the consumers would prefer to buy low carbon products subconsciously. Public awareness, education level, perceived consumer effectiveness, critical premium were the key factors, if the consumption object was carbon labeled milk.3. The strategy combination (labeling, buying) was the most ideal pure strategy Nash equilibrium. Evolutionary game analysis found evolutionary stable strategy, when the compensation measure of government to enterprise was dynamic. At this moment, the market was stable and attractive.4. Strengthening publicity on carbon labelling, positioning the target consumers correctly, and supplemented by dynamic subsidies were conductive to developing carbon labelled products market.