Enhancing the effectiveness of carbon labels is critical for reducing agri-food emissions, yet adoption in China remains limited due to design and market challenges. This study employs a discrete choice experiment with 2074 urban consumers and analyzes preferences using a mixed logit model. The experiment varied four carbon label formats, three levels of carbon emissions, certifying bodies (government, domestic third-party, international third-party), and co-display with organic and green labels. The findings indicate that carbon label design significantly influences consumer preferences, with “traffic light” schemes and intuitive numerical emission information proving the most effective. Consumers tend to favor international third-party carbon certifications over domestic or government-issued labels. Furthermore, the appeal of low-carbon products is enhanced when they are associated with health benefits, particularly when paired with organic or green certifications. Heterogeneity analysis indicates stronger responsiveness among higher-income and more educated consumers, among those more familiar with carbon labels, and among those who perceive low-carbon agricultural products as meaningfully reducing environmental impact. Therefore, this study suggests that efforts to promote carbon label adoption should prioritize consumer preferences through improved design and market strategies, ultimately increasing their appeal and effectiveness in driving low-carbon consumption.
扫码关注我们
求助内容:
应助结果提醒方式:
