Journal
INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH
Volume 17, Issue 19, Pages -Publisher
MDPI
DOI: 10.3390/ijerph17197026
Keywords
carbon-labeled food; purchase intention; willingness to pay; price premium; auction experiment; consumption experiment; consumer behavior; university student; milk
Funding
- National Natural Science Foundation of China [41571520]
- Sichuan Provincial Young Talent Scientific Funding [2019JDJQ0020]
- Sichuan Provincial Key Technology Support [2017SZ0169, 2019YJ0244]
- Sichuan Province Circular Economy Research Center Fund [XHJJ-1802]
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Carbon labeling describes carbon dioxide emissions across food lifecycles, contributing to enhancing consumers' low-carbon awareness and promoting low-carbon consumption behaviors. In a departure from the existing literature on carbon labeling that heavily relies on interviews or questionnaire surveys, this study forms a hybrid of an auction experiment and a consumption experiment to observe university students' purchase intention and willingness to pay for a carbon-labeled food product. In this study, students from a university in a city (Chengdu) of China, the largest carbon emitter, are taken as the experimental group, and cow's milk is selected as the experimental food product. The main findings of this study are summarized as follows: (1) the purchase of carbon-labeled milk products is primarily influenced by price; (2) the willingness to pay for carbon-labeled milk products primarily depends on the premium; and (3) the students are willing to accept a maximum price premium of 3.2%. This study further offers suggestions to promote the formation of China's carbon product-labeling system and the marketization of carbon-labeled products and consequently facilitate low-carbon consumption in China.
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