The Influence Of Carbon Label Presentation And Product Familiarity On Attention And Purchase Intention In The Food Purchasing Proces

In recent years,carbon emissions have become a hot issue of social concern.In September2 020,China proposed the goal of "carbon neutrality",advocating a green,environmentally friendly and low-carbon lifestyle.Many countries try to achieve the goal of low carbon consumption by putting carbon labels on the product packaging.The information processing point of view believes that the effective factor of labels lies in being able to be noticed and processed by consumers.In the past,the discussion of the effective factor of carbon labels mostly starts with improving the design of carbon labels to enhance the visual significance and consumer characteristics,and less considers the situation of different products.Based on this,we further explore the impact of improving the visual significance of carbon labels on consumers’ attention patterns and consumption behaviors under the conditions of different product familiarity.Experiment 1 aims to explore whether changing the size of carbon labels can increase the attention to carbon labels,and how the size of carbon labels and product familiarity affect food purchase.Therefore,this study adopted 2(carbon label size: large,small)for 49 college students ×2(product familiarity: familiar,unfamiliar).The results showed that:(1)The size of the carbon label significantly affected the visual processing of the label information.The larger the carbon label,the shorter the time the subjects noticed the carbon label and the longer the fixation time.However,changing the label size has little effect on behavior selection.(2)Product familiarity affects subjects’ visual processing of label information,which shows that they can enter the interest area of carbon label faster when browsing familiar products,and the fixation time is also longer.Changing the size of the label will affect the visual processing of unfamiliar products,and less affect the visual processing of familiar products.Product familiarity also affects the purchase decision,and subjects are more inclined to buy familiar products.The second experiment aims to explore whether the label color can enhance the attention to carbon label information and provide decision support.Therefore,this study adopted 2(carbon label color: red,green)for 49 college students ×(product familiarity: familiar,unfamiliar).The results showed that:(1)The color of carbon label enhanced the attention process of carbon label,and the fixation time of red label was longer.Label color significantly affects food purchase decisions,and products with red carbon labels are more likely to refuse to buy.(2)Product familiarity affects the visual processing of label information,and its mode is the same as the result of experiment 1.Product familiarity affects purchase decisions,and subjects are more inclined to choose familiar foods.Combining the two studies,we can draw the following conclusions:(1)Using a larger carbon label can significantly improve the attention capture of carbon labels and increase the attention to carbon labels.(2)The use of color-coded carbon labels can better enhance the attention of labels and can affect the purchase decision.Red labels effectively prevent the purchase behavior of the products.(3)Product familiarity affects the processing mode of packaging information,and carbon labels play a greater role in the decision-making of unfamiliar products.