The Impact of Environmental Awareness on Purchase Intention of Low-carbon Forest Foods—An Empirical Analysis Based on Mediating and Moderating Effects
⑴ Background——Carbon labeling,as an effective means for countries to achieve low-carbon goals,has become a passport for international trade.With the spread of green low-carbon concept and the development of forest economy,forest foods have become an important part of people's diet consumption,and play an increas-ingly important role in sustainable food consumption and forestry economy.In the globalization of green develop-ment,consumers'ecological behaviors and forward-looking ecological education are of great significance to pro-mote the sustainable development of China's ecological culture and ecological technology.Understanding the im-pact of environmental awareness on consumers'behaviors and its realization paths is helpful to cultivate consum-ers'ecological environmental awareness and promote the construction of ecological civilization.⑵ Methods——Based on theoretical analysis,this paper proposed research hypotheses,and selected con-sumers'purchase intention of low-carbon forest foods as the explained variable,consumers'environmental awareness as the core explanatory variable,cognition of carbon label products as the mediating variable,trust in low-carbon products as the moderating variable,and individual characteristics as the control variables.The re-search data was collected from 559 valid questionnaires obtained from December 2023 to February 2024.This pa-per first studied the collinearity and correlation among the variables,then analyzed the impact mechanism of en-vironmental awareness on consumers'purchase intention of forest food using the Ologit model,and tested the mediating effect of cognition of carbon label products and the moderating effect of trust in low-carbon products u-sing the Bootstrap sampling method.Finally,the regression model was replaced by the Ologit model for robust-ness analysis,which provided data support for the conclusions.⑶ Results——Environmental awareness has a positive impact on consumers'purchase intention of low-carbon forest foods.The more consumers pay attention to ecological issues,the more willing they are to buy low-carbon forest foods and pay extra for environmental protection.Consumers'cognition of carbon label products plays an intermediary role between environmental awareness and consumers'purchase intention of low-carbon forest foods.Trust in low-carbon products positively regulates the environmental awareness of consumers'pur-chase intention of low-carbon forest foods.In addition,gender,age,income and residential area also have a sig-nificant impact on consumers'purchase intention of low-carbon forest foods.After considering the endogenous factors,there is still a significant positive correlation between environmental awareness and consumers'purchase intention of low-carbon forest foods.Therefore,there is reason to think that the results are robust.⑷ Conclusions and Discussions——Based on the above research conclusions,the following policy sug-gestions are put forward.First,vigorously advocate the concept of low-carbon consumption,gradually cultivate consumers'awareness of ecological environment and enhance the public's sense of social responsibility in green consumption.Second,widely popularize the relevant knowledge of carbon labeling,so that more consumers can understand the meaning,necessity and benefits of carbon labeling,and closely link carbon emission reduction with people's daily life,so as to improve the public's attention,understanding and awareness of carbon label foods.Third,implement safety responsibilities of low-carbon products and enhance the level of trust in low-car-bon products.The government should standardize the market order of carbon label products,strengthen market supervision,and improve the transparency of carbon labeling,so as to enhance consumers'trust and recognition of carbon label products,and help residents realize the transformation of green life.
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