Exploring the Effects of Low-Carbon Labels on Purchase Intentions for Green Agricultural Products

Abstract

Expedited economic expansion and innovative technological advancement have precipitated considerable environmental predicaments, giving rise to extensive ecological conundrums worldwide. In response to the pressing situation, numerous countries have implemented policies aimed at reducing carbon emissions. One such initiative is the “low-carbon label”, which signifies a commitment to lowering carbon emissions. On one hand, it offers consumers an effective means to identify low-carbon products, thereby enhancing their willingness towards green consumption. On the other hand, it motivates businesses to transition towards greener practices, thereby guiding the market towards more environmentally friendly directions. This transition has had a significantly positive impact on reducing carbon emissions and promoting the development of a low-carbon economy, highlighting its critical value within the broader environmental movement. This study focuses on exploring whether the low-carbon label can influence consumers’ willingness to purchase green agricultural products. The theoretical framework was developed based on the theory of perceived value and SOR theory. The data were gathered through a randomized survey conducted in China. The research findings suggest that the perceived environmental value, functional value, and emotional value have significant impacts on consumers’ willingness to purchase green agricultural products. Trust in low-carbon labels plays a critical role in mediating the relationship between perceived value and consumers’ purchasing intentions for green agricultural products. Our research yielded the following conclusions. (1) Consumers are progressively cultivating an independent pro-environmental persona and increasingly aligning themselves with sustainable development, as indicated by their affinity towards carbon labels. (2) The selection of low-carbon agricultural products by consumers is contingent upon sensory perception, emphasizing environmental spillover value, functional enhancement, and emotional support. (3) Consumer confidence in green low-carbon agricultural products stems from an intuitive perception perspective, suggesting that low-carbon labels should accentuate functional and emotional values. The study suggests proactive measures to enhance the role of low-carbon labels in the consumption of green agricultural products. These measures include three parts: (1) Improving the content system of low-carbon labels and integrating digital technologies to reconstruct trust systems; (2) strengthening promotional efforts focusing on enhancing consumers’ intrinsic value perceptions; and (3) establishing a national-level low-carbon labels certification system, raising standards, and strengthening supervision.

1. Introduction

The 21st century is witnessing unprecedented human development, yet rapid economic growth and technological advancements have come at the expense of environmental degradation. Climate deterioration, typified by the greenhouse effect, poses significant challenges to sustainable human development. Phenomena such as El Niño and La Niña alternatingly occur alongside rising sea levels and the intertwining occurrence of extreme cold and droughts, highlighting adverse climatic events. These issues have garnered heightened attention from governments and international organizations worldwide [1]. Numerous nations have consequently implemented low-carbon policies in order to reduce carbon dioxide emissions, promote their low-carbon economies, and pursue pathways towards sustainable development. In September 2020, the Chinese government explicitly established targets for a carbon peak by 2030, which involves ceasing further increases in carbon dioxide emissions followed by gradual reductions. Additionally, the government aims to achieve carbon neutrality by 2060, meaning that carbon emissions will be balanced with absorption to achieve net-zero emissions. These ambitious goals demonstrate China’s commitment to addressing climate change and transitioning towards a more sustainable future. To achieve these goals, a series of policy measures aimed at embracing low-carbon development is necessary. Among these measures, it is essential to prioritize the establishment and enhancement of carbon labeling systems and the promotion of carbon reduction initiatives at the national strategic level. This strategic approach will significantly drive the advancement of the low-carbon economy, optimize industrial structures, and make a positive contribution to global efforts in mitigating climate change [2]. Amidst the backdrop of escalating global endeavors to diminish carbon emissions and environmental contamination, the advent of carbon labeling boasts profound significance. It empowers consumers to accurately identify low-carbon products and understand the climate impact of their purchases, thereby promoting a willingness to engage in sustainable consumption practices. Furthermore, it enables enterprises to implement sustainable and environmentally friendly practices, leading the market towards a more eco-friendly approach. These combined effects play a crucial role in reducing overall carbon emissions and driving societal shifts towards a low-carbon economic model [3].

With the increasing awareness of environmental issues and growing concerns about food safety, consumers are placing greater emphasis on the production processes, environmental impact, and health benefits of agricultural products [4]. The demand and intention to purchase organic and green agricultural products are consistently on the rise [5]. Positioned as safe, healthy, and free from pollution, green agricultural products effectively meet the expectations of consumers for improved health and quality of life [6]. However, the presence of information asymmetry between producers and consumers, along with the limited knowledge and experience of consumers, often results in individuals struggling to objectively evaluate the authenticity of low-carbon environmental claims when making daily purchasing decisions [7]. To combat this issue, low-carbon labels act as informative resources for consumers, enabling them to distinguish genuine green agricultural products and make well-informed purchasing decisions [8]. According to the 2023 China Sustainable Consumption Report, nearly 70% of respondents rely on sustainable certification labels and environmental information to assess their low-carbon consumption behavior. As industries continue to make progress in reducing carbon emissions, there is a growing emphasis on prioritizing the harnessing of consumer-side emission reduction potential as a strategic focus. The Implementation Plan for Promoting Green Consumption, jointly issued by China’s National Development and Reform Commission and other agencies, outlines a vision for widespread adoption of green consumption practices by 2050. This plan aims to foster a consumption system that supports green, low-carbon, and circular development. Therefore, in the context of low-carbon environmental labeling, guiding consumers towards increased environmental awareness and promoting green consumption has significant practical and universal implications for fostering shifts in low-carbon consumption behaviors and achieving sustainable economic and social development. This approach not only contributes to reductions in carbon emissions and the achievement of environmental goals, but also promotes the development of a strong and sustainable green consumer market. This injection of momentum supports broader economic and social sustainability efforts.

Low-carbon labels play a pivotal role in conveying environmental protection information across diverse industries. They offer consumers valuable insights into the environmental impact of products, with the goal of guiding them towards making more sustainable and environmentally-friendly purchasing decisions [9]. Previous studies have examined the impact of low-carbon labels on consumer behavior, and have found that consumers are more willing to pay higher prices for products displaying such labels compared to conventional options [10]. Furthermore, as a mechanism for transparent information disclosure in markets plagued by adverse selection, low-carbon labels serve to inform consumers about the quality and safety attributes of green agricultural products. This effectively mitigates issues stemming from information asymmetry [11]. These labels play a crucial role in influencing consumer purchasing decisions and fostering a preference for products that have low-carbon credentials [12]. Consumers’ awareness of certified green agricultural products has a significant and positive impact on their purchasing intentions [13]. Factors such as gender, educational background, and product pricing also have an impact on consumer willingness to pay for these products. Chinese consumers show a strong acceptance of green agricultural products, especially when they perceive them as providing value for money through low-carbon labels, which in turn prompts them to be willing to pay higher prices [14]. Green agricultural products encompass a broad category of healthy, high-quality agricultural goods that are produced, processed, transported, stored, and sold without the use of harmful chemicals. These products are awarded green product labels only after receiving professional certification and authorization from relevant institutions [15]. In recent years, there has been a noticeable increase in food safety incidents and environmental pollution. Consequently, consumers have become more concerned about the quality and safety of agricultural products, leading to a greater emphasis on the sustainable development of agriculture [16]. Understanding consumer purchase intentions is crucial in green agricultural product research, with factors such as environmental literacy [17], cognitive levels [18], and consumption habits influencing these decisions [19]. Studies have indicated that the cognitive processes and attitudes of consumers towards green agricultural products have a significant impact on their intentions to purchase [20]. An increased awareness of environmental issues and a greater recognition of the value of green agricultural products can notably enhance consumer purchase intentions [21]. Furthermore, increasing the ecological compensation for purchasing green agricultural products has a positive impact on consumer intentions [22]. Information transmission plays a critical role in understanding green agricultural products, as effective transmission enhances consumer cognition and understanding [23]. When information richness aligns with self-construction types, preferences for richer green product information can enhance consumer purchase intentions [24]. Despite the significant role of low-carbon labeling in the green agricultural products market, there is still limited research on its impact on consumer purchase intentions. The lack of consumer awareness regarding the environmental value of low-carbon labels is currently constraining the expansion of the green agricultural products market [2].

Drawing on the SOR (stimulus-body-response) theoretical model and combined with the perceived value theory, this paper aims to investigate the influence of low-carbon labels on consumers’ purchase intentions for green agricultural products. Furthermore, it seeks to explore the intermediary mechanism and process of consumer trust between perceived value and purchase intention. The ultimate goal is to promote green agricultural consumption and provide both theoretical insights and practical guidance for promoting sustainable development. The second part of the paper continues with the theoretical analysis and research hypothesis, as well as constructs the theoretical model. The third part focuses on the research design, including the source of data and sample analysis. The fourth part presents the empirical findings. The fifth part draws conclusions from the research and offers policy insights.

2. Theoretical Analysis and Research Hypothesis

2.1. Theory of Perceived Value

Perceived value refers to consumers’ attention not only on the product itself, but also on other additional values that come with the product, such as packaging, price, and services provided by the producer. Scholars have proposed various dimensions to comprehensively understand perceived value. Sweeney et al. (2001) [25] defined perceived value as comprising product quality, practicality, and economy, emphasizing the functional and economic benefits that consumers perceive [25]. Building on this definition, Sheth et al. (1991) [26] expanded the dimensions of perceived value to include emotional value, functional value, cognitive value, situational value, and social value [26]. This perspective acknowledges the various ways in which consumers derive value beyond the functional benefits of a product. Yang et al. (2006) [27] illustrate this point using green cosmetics as an example, introducing dimensions such as functional value, green value, social value, emotional value, and perceived effort. Their study demonstrates how specific contexts, such as green products, can influence the perceived value dimensions [27]. Research consistently indicates that the perceived value has a significant impact on consumers’ intentions to make a purchase. When consumers perceive high value in a product or service, whether it is related to its quality, practicality, emotional appeal, or environmental benefits, they are more likely to have the intention to purchase it [28]. Green agricultural products, often referred to as trust products, are evaluated by consumers based on practicality, economic aspects, and quality. This evaluation influences their purchase intentions towards green agricultural products [7]. Furthermore, the impact of perceived value extends beyond the formation of purchase intentions. It also influences how consumers evaluate the usefulness and advantages of products and services during decision-making processes [29]. In the context of low-carbon labels, which signify environmentally friendly attributes, consumers’ perceived value is crucial in understanding their purchasing decisions. This paper aims to explore how dimensions such as perceived environmental value, functional value, emotional value, and social value interact with low-carbon labels to influence consumers’ purchasing choices. By examining these dimensions, the research aims to provide insights into how low-carbon labeling can increase perceived value and consequently encourage the consumption of green agricultural products.

2.2. SOR Theory

The stimulus-organism-response (SOR) theory suggests that consumers’ perception of external stimuli leads to corresponding responses through processing and interpreting internal individual characteristics and psychological processes [30]. This study investigates the factors that influence consumers’ purchase intentions for green agricultural products using the SOR theoretical model. Building on existing research on perceived value, the analysis framework includes perceived environmental, functional, emotional, and social values to construct a hypothesis model that explores the relationship between low-carbon labels and consumers’ intentions to purchase green agricultural products [29]. Specifically, low-carbon labels act as external stimuli that trigger cognitive and emotional responses in consumers by indicating quality assurance and safety attributes [31]. Consumers’ perceptions of the environmental, functional, emotional, and social values communicated by low-carbon labels significantly impact their cognitive and emotional responses to products. As consumers are organisms, they tend to build trust in green product information based on their perceptions and emotional reactions [32]. The trust in low-carbon labels reflects consumers’ subjective perceptions and assessments of the credibility and reliability of information related to aspects such as product quality and production processes [33]. By stimulating consumers, low-carbon labels elicit cognitive and emotional responses, particularly influencing consumer trust, thereby influencing their willingness to purchase green agricultural products [7].

2.3. Research Hypothesis

(1) Perceived Environmental Value. Perceived environmental value pertains to the subjective evaluation of the environmental characteristics and resources by consumers, encompassing aspects such as aesthetics, comfort, and environmental convenience. In the context of rapid societal development and increasing consumer awareness of ecological and environmental protection, there is a growing emphasis on the environmental attributes of products during purchase and consumption [34]. Research indicates that consumers who prioritize environmental responsibility when purchasing green agricultural products not only seek functional benefits but also consider the potential positive impacts of the products on ecological protection [35]. Positive emotional responses to environmental knowledge or issues have been shown to stimulate green purchasing behavior [36]. Furthermore, Wang et al. (2014) [37] discovered that individuals with higher scores on the new environmental paradigm test exhibit a greater willingness to participate in green consumption compared to those with lower scores [37]. The impact of environmental perception and ecological values on green purchase intentions has been empirically supported within the realm of green consumption [38]. As such, this study puts forward the following hypothesis.

H1: 

The perceived environmental value has a significant and positive impact on the purchase intentions for green agricultural products.

(2) Perceived Functional Value. The perceived functional value refers to the inherent value of a product recognized by society, which satisfies specific consumer needs. It reflects consumers’ perceptions of the functions provided by a product or service [25]. Sheth et al. (1991) [26] define functional value as the perceived utility by consumers during product use, encompassing aspects such as durability, reliability, and other functional attributes [26]. These factors collectively contribute to consumers’ overall assessment of a product’s functional value. Sweeney et al. (2001) [25] further delineate functional value into two dimensions, quality value and price value, encompassing the intrinsic attributes of the product itself and the perceived utility of cost savings [27]. The quality and functional attributes of products have a significant impact on consumers’ perceived value. The natural, healthy, and pollution-free characteristics of green agricultural products often create higher consumer expectations [39]. Therefore, this study proposes the following hypothesis.

H2: 

The perceived functional value has a significant and positive impact on the purchase intentions for green agricultural products.

(3) Perceived Emotional Value. The perceived emotional value refers to the sentiments and emotions that consumers undergo when engaging with products and services. It encompasses a range of emotional responses, including pleasure, satisfaction, and preferences elicited by them [26]. In the process of making purchasing decisions, consumers not only take into account the inherent attributes of products but also base their decisions on whether these products satisfy their emotional needs. Previous research indicates that products or services that evoke emotional responses or states in consumers can strongly influence their purchasing decisions. The perceived emotional value of products or services also shapes consumers’ overall attitudes. For example, when purchasing green agricultural products, consumers may experience feelings of relaxation and satisfaction due to their health and ecological benefits [39]. Therefore, this study proposes the following hypothesis.

H3: 

The perceived emotional value has a significant and positive impact on purchase intentions for green agricultural products.

(4) Perception of Social Value. The perceived social value refers to consumers’ subjective assessment of the societal benefits provided by products or services, including their contributions to the social environment, social responsibility, equity, and related factors [26]. The concept entails two dimensions: the impact on the natural environment and the influence on consumers’ social image and status. Consumer purchasing behavior not only has environmental implications but also shapes consumers’ social identity. Research on perceived social value has produced diverse findings across various regions and cultures. Biswas et al. (2015) [40] found that Indian consumers are significantly influenced by the social value of green products in their purchasing behavior [40]. In contrast, Lin and Huang (2012) [41] discovered that social value does not have a significant impact on consumers’ choices of green products in Taiwan [41]. Therefore, this study proposes the following hypothesis.

H4: 

The perceived social value has a significant and positive impact on the purchase intentions for green agricultural products.

(5) Consumer Trust. Consumer trust is the assessment of a company’s or brand’s reliability, transparency, and integrity within a specific social context. According to social cognitive theory and trust theory, consumer trust plays a crucial role in influencing their decisions [42]. In order to help consumers identify green agricultural products more accurately, it is crucial for authoritative organizations to utilize professionally certified low-carbon labels. When consumers have confidence in a company’s or brand’s environmental commitments and actions, they are more likely to trust the stated environmental attributes and benefits and consequently choose to purchase green products or services. Zhang et al. (2019) [43] assert that the use of low-carbon labeling is a critical method for consumers to gain an understanding of information regarding green agricultural products [43]. The researchers contend that the regulation of labeling information can greatly enhance consumer willingness to purchase such products and promote increased consumption. Previous studies have investigated consumer trust as a mediator between perceived value and intention to purchase. Information asymmetry hinders the development of the market for green agricultural products, as consumer purchasing intentions are closely linked to the information available to them. Limited consumer ability among consumers, distorted media reports, and fraudulent practices by profit-seeking producers often lead to skepticism regarding the authenticity of green products. Faced with low-credibility products, consumers seek more reliable product information in order to make informed decisions. Evidential findings from Nguyen et al. (2019) [44] suggest a positive association between consumer confidence in product labels and their willingness to procure environmentally friendly organic produce [44]. Building on this background, the following hypothesis is proposed.

H5: 

Consumer trust mediates the relationship between perceived value and purchase intentions for green agricultural products.

H5a: 

Consumer trust mediates the relationship between perceived environmental value and purchase intentions for green agricultural products.

H5b: 

Consumer trust mediates the relationship between perceived functional value and purchase intentions for green agricultural products.

H5c: 

Consumer trust mediates the relationship between perceived emotional value and purchase intentions for green agricultural products.

H5d: 

Consumer trust mediates the relationship between perceived social value and purchase intentions for green agricultural products.

The theoretical model is depicted in Figure 1.

3. Research Design

3.1. Data Sources

To examine the influence of low-carbon labels on consumers’ willingness to purchase green agricultural products, a questionnaire survey was conducted to collect empirical research data. The questionnaire employed a 5-point Likert scale: 1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree. The study consisted of four parts: demographic characteristics of the respondents (Part 1), basic information on perceived value (Part 2), consumer trust (Part 3), and purchase intention for green agricultural products (Part 4) (

Table 1. Measures of questionnaire variables.

Variables		Measure Term	Related Literature
Environmental value	EV1	Purchasing green agricultural products labeled with low-carbon indicators can help alleviate the impact of climate change.	Sun et al., 2023 [14]; Chen et al., 2019 [21]; Sheth et al., 1991 [26]
	EV2	Purchasing green agricultural products labeled with low-carbon indicators has the potential to decrease carbon emissions.
	EV3	Purchasing green agricultural products with low-carbon labels has the potential to decrease current levels of environmental pollution.
	EV4	Purchasing green agricultural products with low-carbon labels has the potential to decrease the consumption of natural resources.
Functional value	FV1	I believe that green agricultural products labeled as low carbon are reliable in terms of quality.	Sweeney et al., 2001 [25]; Sheth et al., 1991 [26]
	FV2	I believe that the quality of green agricultural products labeled as low carbon is comparable to that of other similar products.
	FV3	I believe that green agricultural products labeled as low carbon have undergone rigorous testing.
	FV4	The cost of green agricultural products labeled with low-carbon labels is reasonable.
Affective value	AV1	Utilizing green agricultural products labeled with low-carbon indicators brings me a sense of satisfaction.	Sheth et al., 1991 [26]; Yang et al., 2006 [27]
	AV2	Utilizing green agricultural products labeled with low-carbon indicators brings me a sense of satisfaction.
	AV3	I experience a sense of relaxation when I utilize green agricultural products that are labeled as low carbon.
	AV4	Utilizing green agricultural products with low-carbon labels provides me with a sense of alignment with nature.
Social value	SV1	Purchasing green agricultural products with low-carbon labels can contribute to my social acceptance.	Sheth et al., 1991 [26]; Yang et al., 2006 [27]
	SV2	Purchasing green agricultural products with low-carbon labels can create a positive impact on those in your social circle.
	SV3	I will purchase green agricultural products with low-carbon labels based on the suggestions or preferences of others.
	SV4	Purchasing green agricultural products labeled as low carbon and environmentally friendly will enhance my reputation.
	SV5	Purchasing green agricultural products with low-carbon labels indicates that I am making responsible choices.
Low-carbon label credibility	CR1	I believe that the certification body for low-carbon labels is authoritative.	Sweeney et al., 2001 [25]; Sheth et al., 1991 [26]
	CR2	I believe that the certification process for low-carbon labels is equitable.
	CR3	I believe that the production process of green agricultural products with low-carbon labels is both safe and environmentally friendly. This assertion aligns with academic standards for research writing.
Purchase intention	PI1	I would be inclined to purchase green agricultural products with low-carbon labels.	Chen et al., 2019 [21]
	PI2	I am eager to gather and acquire knowledge about green agricultural products labeled with low-carbon credentials.
	PI3	I am willing to purchase green agricultural products with low-carbon labeling.
	PI4	I would suggest that others purchase green agricultural products with low-carbon labels.

). As there were no specific requirements for the survey group due to the nature of green agricultural products, an online distribution method was employed, utilizing platforms such as WeChat and other online forms. Simple random sampling was used to distribute the questionnaires through Wenjuanxing software, ensuring that respondents filled them out randomly. A total of 442 questionnaires were distributed during the period between January and February 2024, out of which 394 were deemed valid, resulting in an effective response rate of 89.14%. The samples were primarily distributed in provinces such as Jiangxi, Guangdong, Zhejiang, Jiangsu, and Shanghai in China.

3.2. Sample Analysis

From a gender perspective, the survey indicates a higher proportion of women (66.5%) compared to men (33.5%). This is in line with the predominant role of women in making daily family and individual purchasing decisions in China. In terms of age distribution, 72.1% of the respondents fall within the 19–45 age bracket, indicating a youthful demographic with a strong willingness toward adopting new trends. With regards to educational attainment, 72.6% possess a bachelor’s or junior college degree, highlighting a relatively high level of education conducive to understanding and engaging with low-carbon labels. The distribution of monthly disposable income aligns with the income levels associated with the occupations of the survey participants. The diversity of occupations is apparent, with students making up 22.8%, employees in the private sector at 11.7%, freelancers at 13.7%, individual business owners at 7.1%, public sector employees or civil servants at 42.6%, and corporate executives at 2.0%. This comprehensive coverage ensures representation across major consumer groups. The questionnaire was randomly distributed among consumers with diverse characteristics, ensuring the high representativeness of the data (

Table 2. Distribution table of basic characteristics of samples.

Variable	Sort	Number	Percentage%	Variable	Sort	Number	Percentage%
Gender	male	132	33.50	Monthly disposable income (RMB)	below 3000	122	30.96
	female	262	66.50		3000–5000	128	32.49
Age	18 and under	14	3.55		5001–8000	110	27.92
	19–28	124	31.47		8001–10,000	28	7.11
	29–45	160	40.61		above 10,000	6	1.52
	46–59	96	24.37	Occupation	pupil	90	22.84
					enterprise employee	46	11.68
Educational level	primary and below	8	2.03		freelancer	54	13.71
	high school or technical secondary school	90	22.84		individual industrial and commercial households	28	7.11
	undergraduate or junior college	286	72.59		public institution or civil servants	168	42.64
	master’s degree or above	10	2.54		corporate executive	8	2.03

).

4. Empirical Results and Analysis

4.1. Descriptive Statistical Analysis

This study employed SPSS 26.0 software to analyze consumers’ perceived value and behavioral willingness towards green agricultural products labeled with low-carbon labels, based on a questionnaire and experimental results.

Table 3. Descriptive statistical analysis.

Variable		Min	Max	Mean	S.D.
Environmental value	EV1	1	5	4.01	1.165
	EV2	1	5	4.05	1.133
	EV3	1	5	4.09	1.121
	EV4	1	5	4.04	1.167
Functional value	FV1	2	5	3.96	0.919
	FV2	1	5	4.05	0.882
	FV3	1	5	4.07	0.878
	FV4	1	5	3.88	0.899
Affective value	AV1	1	5	3.93	0.895
	AV2	1	5	3.99	0.869
	AV3	1	5	4.03	0.900
	AV4	1	5	4.10	0.884
Social value	SV1	1	5	3.70	1.147
	SV2	1	5	3.80	1.114
	SV3	1	5	3.89	1.056
	SV4	1	5	3.70	1.110
	SV5	1	5	3.99	1.057
Low-carbon label credibility	CR1	1	5	4.03	0.860
	CR2	1	5	4.05	0.853
	CR3	1	5	4.08	0.865
Purchase intentions for green agricultural products	PI1	1	5	4.04	0.877
	PI2	1	5	3.94	0.967
	PI3	1	5	4.09	0.838
	PI4	1	5	3.96	0.950

presents the averages and standard deviations of several key variables: perceived environmental value, perceived functional value, perceived emotional value, perceived social value, consumer trust, and purchase intention.

4.2. Reliability and Validity Tests

In this study, we utilized AMOS 28.0 and SPSS 26.0 software to evaluate the reliability and validity of each item and potential variables in the measurement model. The internal consistency of each potential variable was found to be good, as evidenced by Cronbach’s α coefficients exceeding 0.700. Prior to conducting factor analysis, the questionnaire’s suitability was assessed. The Kaiser–Meyer–Olkin (KMO) measure returned a value of 0.938, surpassing the recommended threshold of 0.800. Additionally, Bartlett’s test of sphericity yielded a significant result (χ² = 6381.511, p < 0.001), confirming the adequacy of the sample data for factor analysis. The study evaluated the standard factor loadings, composite reliability (CR), and average variance extracted (AVE) of six variables: perceived environmental value, perceived functional value, perceived emotional value, perceived social value, consumer trust, and purchase intention. As presented in

Table 4. Standard load, Cronbach’s α, CR, and AVE.

Latent Variable	Observed Variable	Standard Load	Cronbach’s α	CR	AVE
Environmental value	EV1	0.878	0.964	0.929	0.765
	EV2	0.882
	EV3	0.891
	EV4	0.846
Functional value	FV1	0.812	0.946	0.856	0.598
	FV2	0.777
	FV3	0.773
	FV4	0.730
Affective value	AV1	0.797	0.961	0.871	0.628
	AV2	0.807
	AV3	0.797
	AV4	0.769
Social value	SV1	0.793	0.956	0.888	0.614
	SV2	0.844
	SV3	0.739
	SV4	0.827
	SV5	0.706
Low-carbon label credibility	CR1	0.817	0.959	0.843	0.642
	CR2	0.832
	CR3	0.753
Purchase intentions for green agricultural products	PI1	0.701	0.959	0.815	0.525
	PI2	0.756
	PI3	0.696
	PI4	0.742

, all variables demonstrated significant factor loadings at p < 0.001, with each exceeding 0.500. This indicates strong convergent validity of the questionnaire measures. The CR values exceeded the standard threshold of 0.600, indicating robust internal consistency among the variables. Additionally, the AVE values surpassed the recommended threshold of 0.500, confirming satisfactory convergent validity. Furthermore,

Table 5. Correlation analysis.

Variable	EV	FV	AV	SV	CR	PI
EV	0.875
FV	0.478 **	0.773
AV	0.509 **	0.650 **	0.792
SV	0.612 **	0.606 **	0.676 **	0.784
CR	0.441 **	0.695 **	0.643 **	0.561 **	0.801
PI	0.534 **	0.749 **	0.693 **	0.678 **	0.722 **	0.725

Note: ** is significant at p < 0.01 respectively. The same applies to the following table.

illustrates that the square root of each variable’s AVE (on the diagonal) exceeded the correlation coefficients between the latent variables, indicating good discriminant validity of the measurement scale.

4.3. Correlation Analysis

The study revealed significant correlations among various constructs. Specifically, the perceived environmental value exhibited a considerable and positive correlation with purchase intention (r = 0.534, p < 0.01), as did perceived functional value (r = 0.749, p < 0.01) and perceived emotional value (r = 0.693, p < 0.01). Similarly, perceived social value also demonstrated a positive correlation with purchase intention (r = 0.678, p < 0.01). Furthermore, the perceived environmental value exhibited a significant positive correlation with consumer trust (r = 0.441, p < 0.01), as did perceived functional value (r = 0.695, p < 0.01) and perceived emotional value (r = 0.643, p < 0.01). Perceived social value was also positively correlated with consumer trust (r = 0.561, p < 0.01). Additionally, there was a significant positive correlation between consumer trust and purchase intention (r = 0.722, p < 0.01), as shown in Table 5. These findings are consistent with the theoretical framework of the model and confirm the suitability of the survey data for further analysis.

4.4. Model Testing and Path Analysis

The results of the test indicated favorable fit indices for the theoretical model. The χ²/df ratio was 2.086, below the recommended threshold of 3, suggesting a good model fit. The root mean square error of approximation (RMSEA) was 0.074, below the threshold of 0.08, indicating a close fit of the model to the data. Additionally, other fit indices supported the adequacy of the model: the goodness-of-fit index (GFI) was 0.864, slightly below the recommended threshold of 0.900 but still indicative of reasonable fit, and the adjusted goodness-of-fit index (AGFI) was 0.815. Other comparative fit indices including the Tucker–Lewis index (TLI = 0.959), incremental fit index (IFI = 0.967), and comparative fit index (CFI = 0.967) all exceeded the recommended threshold values. Overall, with the exception of GFI, which fell slightly below the ideal range, the collective fit indices suggest that the theoretical model is acceptable and adequately fits the observed data (see

Table 6. Results of model fitting effects.

Fit Index	Recommended Value	Fitted Value
χ2	the smaller, the better	321.285
χ2/df	<3.0	2.086
GFI	>0.9	0.864
AGFI	>0.8	0.815
RMSEA	<0.08	0.074
TLI	>0.9	0.959
IFI	>0.9	0.967
CFI	>0.9	0.967

).

This study utilized AMOS 28.0 to verify the proposed theoretical model, with path coefficients and hypotheses for each variable presented in

Table 7. Model hypothesis testing results.

Hypothesis	Path Relation	Standardized Path Coefficient	t-Value	p-Value	Conclusion
H1	Environmental Value → Purchase intention	0.132 *	2.410	0.016	true
H2	Functional value → Purchase intention	0.343 ***	4.696	0.000	true
H3	Affective value → Purchase intention	0.146 *	2.119	0.034	true
H4	Social value → Purchase intention	0.101	1.510	0.131	false

Note: *** and * are significant at p < 0.001, p < 0.05, respectively.

.

Perceived value has a partially positive impact on the intention to purchase green agricultural products with low-carbon labels. Among them, perceived environmental value, perceived functional value, and perceived emotional value demonstrate a certain degree of positivity, while perceived social value does not exhibit any influence. Firstly, the standardized regression coefficient between perceived environmental value and purchase intention is 0.132, p < 0.05, indicating a significant positive impact of perceived environmental value on purchase intention. Secondly, the standardized regression coefficient between perceived functional value and purchase intention is 0.343, p < 0.001, indicating that perceived functional value has a significant positive impact on purchase intention. Once more, the standardized regression coefficient between perceived emotional value and purchase intention is 0.146, p < 0.05, indicating a significant positive impact of perceived emotional value on purchase intention. Finally, the standardized regression coefficient for perceived social value and purchase intention is 0.101, p > 0.05, suggesting that there is no direct relationship between perceived social value and purchase intention. This lack of significance may be attributed to consumers’ emphasis on the harmony between humans and nature, as well as self-evaluation, leading to a decrease in their evaluation of others and the gradual formation of an independent pro-environmental personality. Therefore, assuming H1, H2, and H3 are all valid, H4 is not valid.

4.5. Intermediate Effect

To evaluate the intermediate effects while controlling for demographic variables (gender, age, education level, monthly disposable income, and occupation type), this study utilized the non-parametric percentile bootstrap method with bias correction. The analysis included 5000 iterations at a 95% confidence interval using SPSS 26.0 and the PROCESS plugin. Specifically, the study examined the mediating role of consumer trust in relation to perceived value and purchase intention for green agricultural products. The detailed results of the mediation effect test can be found in

Table 8. Results of the significance of bootstrapping mediating effects.

	Effect	Estimated Value	Boot SE	95% Confidence Interval		Relative Effect Value
				Boot LLCI	Boot ULCI
Environmental value	Indirect effects	0.201	0.036	0.134	0.274	48.75%
	Direct effects	0.211	0.041	0.130	0.293	51.25%
	Total effect	0.412	0.069	0.286	0.552
Functional value	Indirect effects	0.277	0.055	0.162	0.382	57.58%
	Direct effects	0.480	0.063	0.357	0.604	63.46%
	Total effect	0.757	0.058	0.643	0.867
Affective value	Indirect effects	0.317	0.064	0.199	0.450	45.59%
	Direct effects	0.379	0.062	0.256	0.502	54.48%
	Total effect	0.696	0.081	0.544	0.857
Social value	Indirect effects	0.234	0.043	0.158	0.327	41.86%
	Direct effects	0.325	0.046	0.235	0.415	58.14%
	Total effect	0.559	0.070	0.428	0.702

.

In the path leading from perceived environmental value to the purchase intention for green agricultural products, consumer trust demonstrates a significant total effect of 0.412 within the 95% confidence interval, indicating a substantial influence of perceived environmental value on purchase intention. The mediating effect of consumer trust in this path is 0.201 (CI = [0.134, 0.274]), with the confidence interval excluding 0, confirming a significant mediation effect (supporting H5a).

For the perceived functional value, the total effect of consumer trust is 0.757, which is also statistically significant within the 95% confidence interval, highlighting its significant impact on purchase intention. Consumer trust serves as a mediating factor in this relationship with an effect size of 0.277 (CI = [0.055, 0.162]), where the confidence interval excludes 0, confirming a noteworthy mediation effect (supporting H5b).

In terms of perceived emotional value, consumer trust has a significant total effect of 0.696 with a 95% confidence interval, indicating a considerable influence on purchase intentions. The mediating effect through consumer trust is 0.317 (CI = [0.064, 0.199]), with the confidence interval excluding 0, confirming its significant mediation between perceived emotional value and purchase intention (supporting H5c).

In the pathway from perceived social value to purchase intention, consumer trust demonstrates a significant total effect of 0.559, within the 95% confidence interval, indicating a substantial impact on purchase intention. The mediating effect via consumer trust is 0.234 (CI = [0.043, 0.158]), with the confidence interval not encompassing 0, indicating a notable mediation effect (supporting H5d).

5. Conclusions and Implications

5.1. Conclusions

The study findings reveal that perceived environmental value, perceived functional value, and perceived emotional value significantly influence consumers’ purchase intentions toward green agricultural products. Consumer trust in low-carbon labels plays a crucial role in mediating these relationships. The findings of this paper are in line with previous studies, such as those by Huang et al. (2021), Osman et al. (2019), and Zhang et al. (2019) [43,45,46]. Based on these findings, we derive the following conclusions.

Firstly, consumers are increasingly cultivating an independent pro-environmental mindset, acknowledging the significance of sustainable development as represented by carbon labels. In the wake of COVID-19 pandemic, compounded by escalating climate crises and global economic hardships, consumers are contemplating deeper connections between humanity and nature, as well as within themselves and their communities. Through years of exposure to low-carbon advocacy, individuals have developed an independent pro-environmental stance and are actively promoting sustainable behaviors. Carbon labeling serves as a representative tool of sustainable development and a gateway to pro-environmental actions. The increasing preference for green agricultural products labeled as low-carbon among consumers with environmentally conscious mindsets reflects a significant shift in contemporary consumer behavior. This trend highlights the growing popularity of sustainable development principles.

Secondly, consumers’ preference for low-carbon agricultural products is driven by their perception of environmental impact, functional benefits, and emotional satisfaction. The environmental value is reflected in reduced ecological footprint, minimized chemical use, and benefits to both health and the environment. This creates a win–win scenario that boosts consumer adoption. The functional value is underscored by rigorous production standards and certifications, offering health benefits and nutritional advantages over conventional alternatives. Furthermore, emotional value emerges from the alignment of environmental benefits with personal interests, ultimately enhancing consumer satisfaction and purchase intent.

Thirdly, consumer trust in green and low-carbon products is largely influenced by intuitive perceptions, with the crucial role of low-carbon labels in highlighting both functional and emotional values. Statistical analysis reveals significant relationships: perceived functional and emotional values positively correlate with consumer trust, significantly influencing purchase intentions.

In contrast, there are weaker links between perceived environmental and social values and consumer trust, which are influenced by negative environmental incidents and shifting societal priorities in the post-COVID-19 era. In the face of these challenges, it is crucial to establish digital traceability in production and enhance the focus on functional and emotional values through low-carbon labels in order to strengthen consumer trust and effectively drive purchase intentions.

5.2. Implication

In order to further elaborate on the guidance of promoting green consumption through sustainable development measures, such as low-carbon labels, and in the context of fostering independent environmental awareness among consumers, we aimed to explore the impact of low-carbon labels on consumers’ perceived value and the establishment of trust from three key aspects: digital technology empowerment, enhanced value transmission, and institutional regulation. Ultimately, these efforts aim to facilitate a transformation in consumer behavior.

Firstly, the low-carbon label system should be enhanced by incorporating digital technologies to improve trust. A comprehensive content system should be implemented using QR codes and visual graphics to convey environmental, functional, emotional, and social values. Introducing a robust product traceability system will maximize transparency and credibility, while effectively eliminating consumer skepticism and boosting purchase intentions.

Secondly, intensify promotion efforts that aim to enhance consumer perceptions of value. Emphasize the low-carbon label designs of these products as contributing to harmonious relationships between people and nature, self, and society. Highlighting their appeal to independent pro-environmental consumers will ensure alignment with sustainable development principles, while avoiding the pitfalls of grand narratives and emphasizing individual impact.

Thirdly, a national certification system should be established for low-carbon labels to enhance standards and oversight. This should be led by agricultural and rural departments in collaboration with food hygiene and environmental agencies, developing clear standards and implementation protocols. The use of QR code-based societal monitoring and real-time supervision are essential to maintain credibility, ensuring high-quality green agricultural products.