Examining the crucial societal incentive approaches and their impact mechanisms to enhance the purchase intention of carbon-labeled products: A conjoined application of PLS-SEM and NCA methodologies

Enhancing consumers’ purchase intention for carbon-labeled products is crucial for the sustainable development of the market economy. This study aims to address a key challenge by exploring the often-overlooked impact of external incentive mechanisms in the existing literature. Utilizing partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA), the research dissects survey data from 730 Chinese consumers. It reveals the complex influence of four social incentives (i.e., monetary incentives, price incentives, spiritual incentives, and information incentives) on purchasing intentions from the perspective of perceived value. The results indicate that consumers’ awareness and trust in carbon labels are highly important but show modest performance. To be specific, among the four incentive measures, information incentives significantly promote purchasing intentions, followed by spiritual incentives. Interestingly, although the price incentives are a key precondition for increasing purchasing intentions, they do not show a direct and statistically significant effect. Besides, monetary incentives specifically facilitate the formation of purchasing intentions by enhancing consumers’ perception of the efficacy of carbon-labeled products, while information incentives promote intentions by influencing consumers’ desire for value expression. Benefiting from these four incentive measures, this study provides valuable insights to help develop effective strategies for promoting carbon labeling and green products, refine the design of environmentally friendly choice architectures for public policy, and enhance our understanding of consumer behavior in contemporary culture.