Study On Consumers' Behaviour Response To Carbon Labelling System

With the intensification of global climate change,countries are facing different levels of greenhouse gas emission reduction pressure,and they are seeking the best strategy to cope with the climate crisis.The development of a low-carbon economy has become the consensus of all countries in the world.Advocating low-carbon consumption has also become a new lifestyle for the people of the world.Carbon labelling is a tag summary,which is used to indicate total greenhouse gas emissions or its equivalent carbon emissions based on a full lifecycle assessment of a product or service.Such a scheme serves as a crucial tool for encouraging individuals to change their consumption behavior in a way that will benefit the environment,thus to promote low carbon development.In addition,the application of carbon labeling is a quantitative expression of low-carbon and energy-saving.It will exert tremendous pressure on the design and production of products,which in turn form a push for the development of a low-carbon society.With the gradual enhancement of consumer environmental awareness,the demand for low-carbon products is increasing.Developed countries have already joined the ranks of the implementation of carbon labeling systems,but the development of China's carbon labeling system is still at an exploratory stage.The research,which is focus on the behavioral response of key stakeholders during the implementation of carbon labeling systems,is a bit thin and lacks systematic research.Based on the above background,this study takes the consumer as the research perspective.Firstly,based on the literature research and group interviews,the core factors,which affecting consumers' willingness to buy and willingness to pay for carbon label products,has been determined through simulated auction experiments combined with experimental economics of field consumption behavior experiments.Then game theory and system dynamics simulation method has been used to analyze the behavioral interaction between consumers in the process of carbon labeling,and simulated the evolution of the consumer market,relevant recommendations has also been provided.This will provide a theoretical basis for China to promote the formation of a product carbon labeling system and promote the marketization of carbon labeling products to promote low-carbon consumption.The main conclusions are as follows:(1)The students' purchasing choices were not only related to the product carbon label,but also influenced greatly by the product packaging,taste,and nutritional ingredients.Especially,the factor of price had a negative correlation to the percentage of the students involved in the test.(2)As the price premium increases,the proportion of students who purchase carbon-labeled dairy products is on a downward trend.Further analysis shows that the college students' premium level for carbon labeling of dairy products is 3.2%,which indicates the acceptance of carbon label products by consumers depends on the key premium.In addition,under the same premium range,student groups prefer to buy boxed products.(3)The simulation analysis shows that the higher the level of low carbon image of consumers is,the higher the promotion of carbon labeling system among consumers is.When the product premium is within the range of consumer acceptance,it has a similar promotional effect on the system.Once the premium is exceeded,the promotion effect will decrease.(4)There is no obvious difference in the promotion effect of the amount of subsidies for consumers buying carbon label products.When the low carbon image level is 7 and the product price is 3.1 yuan,it has the best promotion effect on the consumer's purchase intention of the carbon label system.