Consumers’ perception, purchase intention, and willingness to pay for carbon-labeled products: A case study of Chengdu in China

This study aims to explore consumers' perception, their purchase intention and willingness to pay for carbon-labeled products through a questionnaire survey. By taking Chengdu as a case study city, the results show that urban consumers had an overall low perception on carbon-labeled products. While most consumers indicated their intentions to buy carbon labeled products, the level of product premium they were willing to accept was relatively low. The acceptance level on such low carbon products had a significant impact on consumers' perception on carbon-labeled products. Perceived benefits significantly influenced purchase intention in relation to carbon-labeled products. Perceived consumers’ effectiveness, occupation, and income level had a significant effect on the willingness to pay for carbon-labeled products. From policy point of view, this study may provide valuable policy insights to develop a carbon labeling system and promote carbon-labeled products in China so that low-carbon consumption can be fostered in the future.