Empirical Study On The Influence Of Consumer Innovativeness On Purchasing Intention Of Consumers For Low-carbon Products

With the rising of low-carbon economy, low carbon products have gradually started to enter people’s life. Low-carbon consumption behavior mainly because they want to protect the environment and hope people can live in harmony with nature. In addition, many phenomena show that may consumers purchase and use low-carbon products may also because of consumer innovativeness. Low-carbon products are different from ordinary products in the shape of packaging and design Principles. The novelty of low-carbon products may attract consumers who like to be different from others and hope to keep changing. So, it is necessary to investigate how consumer innovativeness affects consumer behavior of buying low-carbon products.Consumer innovativeness involves a tendency to make judgments and seek out new product information independently of others. In this paper, we want to find how consumer innovativeness affect consumer behavior of buying low-carbon products.Consumer behavior is constrained by objective conditions. We set up a model based on the Theory of Planned behavior. In this study, consumers are divided into different groups according to their different levels of innovativeness to investigate personal innovativeness how to moderate consumer behavioral intention of buying low-carbon products. An empirical model of consumer behavioral intention of buying low-carbon products is proposed. We get date through large sample questionnaire method and analysis data based on descriptive analysis, reliability and validity test. Then measure model through confirmatory factor analysis and validate the model through structural equation modeling.Adding the variable of consumer innovativeness levels in the model as a moderating variable, with the consumer innovativeness changing, the effect of the three predictor variables on consumer behavioral intention of buying low-carbon products is in change. Consumer innovativeness plays a positive role to adjust the relationship between the consumer attitude and behavior intention. Consumer innovativeness could be the negative regulation between the subjective norm and behavior intention. But it will no obvious adjusting function on the relationship between the perceived behavioral control and behavior intention. In addition, the study also found that male, young, educated and higher-income consumer groups have higher consumer innovation..