Towards low-carbon economy by carbon label?: Survey evidence from first-tier cities in China

Abstract

The promotion of carbon label is important to achieve low-carbon transition and carbon neutrality. However, China's carbon labelling system is at an initial stage and consumers' attitude towards carbon-labelled products is still unknown. This paper seeks to explore consumers' willingness to pay for different types of carbon-labelled products and its influencing factors. To fulfill this goal, we design and conduct a random questionnaire survey in four first-tier cities in China (Beijing, Shanghai, Guangzhou, Shenzhen). The results show that 88.39% of consumers are willing to purchase carbon-labelled products. Consumers' premium willingness to pay for carbon-labelled food, electronic, textile, and other consumer products is 8.43%, 8.5% 7.95%, and 8.33% of the original price, respectively. Besides, respondents with the highest premium willingness to pay are mainly concentrated in the age group of 41–50, or males, or families with underage children. On the basis of the findings, some policy suggestions are proposed to provide references for the promotion and pricing of carbon-labelled products in China and other countries.