Consumer behaviour on low-carbon agri-food purchase: a carbon labelling experimental study in China

By adopting the scenario experimental methodology of carbon labelling on agri-food products, coupled with 873 questionnaires collected from six cities in China, we made a statistical analysis of diff erent types of consumers' behaviour on the low-carbon agri-food purchase by using the SPSS software. Th e results indicate that: (1) there are great diff erences of the low-carbon purchasing behaviour between diff erent types of consumers: male groups at young and middle-aged, espe- cially those who are highly educated and better paid in economically developed areas, have strong low-carbon product pur- chasing powers; (2) consumers' low-carbon purchasing behaviour is highly correlated with their preference for low-carbon products; (3) young consumers and some of the high-income consumers have a weak environmental consciousness and; (4) consumer's perception on government policies and the implementing effi ciency shows a positive moderating eff ect on the consumers' low-carbon purchasing behaviour. Finally, we proposed policy recommendations accordingly based on the fi nd- ings of this study for further facilitating low-carbon consumption in China.