碳标签产品购买意愿与行为的影响机制探索OACHSSCD

Integrating the Unified Theory of Acceptance and Use of Technology 2(UTAUT2)and Identity Theory,this research constructs a comprehensive framework to analyze the underlying mechanisms of urban residents' purchase intention toward carbon-labeled products and their engagement in low-carbon behaviors.An empirical investigation was conducted using Structural Equation Modeling(SEM)and multi-group analysis on a dataset of 1137 surveys collected from urban residents.The findings revealed that:Social influence and facilitating conditions emerged as the core determinants fostering purchase intention,with performance expectancy,effort expectancy,role identity,and habit also exerting significant positive effects.Purchase intention was identified as a key mediator in the causal chain from these antecedents to low-carbon behavior,wherein the indirect effect of facilitating conditions channeled through purchase intention was particularly pronounced.Habit was demonstrated to possess a unique dual-pathway characteristics,it not only directly drove the low-carbon behavior but also indirectly influenced purchase intention.A significant moderating effect of consumption level was also observed.Economic constraints were identified as the primary obstacle creating the"intention-behavior"gap for low-consumption groups.Comparatively,enhancing facilitating conditions yielded a stronger marginal effect on the purchase intention of low-consumption individuals than on their high-consumption counterparts.These results provide a decision-making reference for the precise and differentiated design of China's carbon labeling system,aiming to translate the green purchase intentions of urban residents into tangible low-carbon actions.