碳标签信息传递对消费者绿色购买行为的影响--来自眼动追踪实验的证据

The Impact of Carbon Label Information Transmission on Consumer's Green Purchasing Behavior——Evidence from Eye Movement Tracking Experiment

厘清碳标签所传递的绿色信息对消费者购买行为的影响,有助于推进我国的绿色消费。文章以绿色食品为例,设计三组2×2混合实验,利用眼动追踪技术获取被试者注视和行为数据,并采用双因素分析方法,探究碳标签信息传递相关因素和心理认知程度对消费者视觉注意(注视总持续时长和注视次数)和购买选择行为的影响。研究发现:(1)被试者对有碳标签、产品溢价和位于包装正面的碳标签的总注视时间更长且注视次数更多(p<0.01)。(2)碳标签相关因素对视觉注意的影响受到认知程度的调节,认知程度与有无碳标签和产品溢价的交互作用均显著(p<0.01)。(3)高认知组被试者选择碳标签产品的次数占比(87.57%、70.06%)大于低认知组被试者选择次数占比(64.97%、56.50%),并且显著性水平p<0.01,表明碳标签认知的提高会对被试者选择贴有碳标签的产品产生显著正向影响。(4)消费者对碳标签产品的注意效果与购买行为具有一致性。文章在认知-情感-行为模型的基础上引入视觉注意理论,采用神经营销实验方法开展绿色信息传递对消费者购买影响机理的研究,并考虑了认知的调节作用。文章提出要从碳标签诠释的客观信息出发,提高其绿色信息传递效率;同时,通过开展全媒体、立体化宣传和舆论引导推广碳标签产品的知识和信息,提升消费者对碳标签的认知水平,助力我国碳标签推广和《促进绿色消费实施方案》的落实。

Clarifying the impact of green information conveyed by carbon labels on consumer's purchasing behavior can promote green consumption in China.Taking green food as an example,three sets of 2×2 mixed experiments were designed to obtain data on participants'gaze and behavior using eye movement tracking technology.By using a two-factor analysis,the effects of factors related to carbon label information transmission and psychological perception on consumers'visual attention(total fixation duration and frequency)and purchase choice behavior were explored.The results of this study indicate that:(1)participants had a longer total fixation time and more fixation frequencies for carbon labels,product premiums,and carbon labels positioned on the front side of the packaging(p0.01).(2)The impact of carbon label-related factors on visual attention was regulated by cognitive level,and the interactions between cognitive level and the presence or absence of carbon labels and product premiums were both significant(p0.01).(3)The proportion of high cognitive group participants who chose carbon-labeled products(87.57%,70.06%)was higher than low cognitive group participants(64.97%,56.50%),with a significance level of p0.01,indicating that an enhancement in carbon label cognition would have a significant positive effect on participants choosing products with carbon labels.(4)Consumers'attention to carbon-labeled products was consistent with their purchasing behavior.The article introduced visual attention theory based on the cognitive-emotional-behavioral model and employed neural marketing experimental method to study the mechanism of green information transmission's impact on consumer's purchasing behavior based on considering the moderating effect of cognition.The article suggested enhancing the efficiency of transmitting green information by focusing on the objective information conveyed through carbon labels.Simultaneously,it recommended utilizing comprehensive media coverage,three-dimensional publicity and strategic public opinion guidance to raise awareness and understanding of carbon-labeled products,to enhance consumer's awareness of carbon labels,support the promotion of carbon labels in China,and facilitate the implementation of the Implementation Plan for Promoting Green Consumption.