An Empirical Research on the Determinants of Chinese College Students’ Carbon Label Cognition and Interpersonal Communication Willingness

Carbon labels are innovative medium and tools for climate change communication and low-carbon marketing. This study aims at examining how college students are aware of low-carbon and carbon labels, whether they are more willing to communicate low-carbon ideas, and also the determinants affecting their interpersonal communication of carbon labels. The multiple regression analysis shows that Chinese college students' willingness of interpersonal communication of carbon labels are significantly influenced by their awareness of climate change crisis, the perceived value of carbon labels, the consideration of product environmental attributes, the preferences of carbon labels, the household background, and their educational background. In response to these factors, this paper proposes, in a public perspective, the strategies to enhance the dissemination of carbon labels.