An empirical research on the determinants of Chinese college students’ carbon label cognition and interpersonal communication willingness |
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| Authors: | Chao Liu Kairong Xiong Weiwei Wang Ting Zhang Jiamei Tang |
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| Institution: | 1. School of Journalism &2. Communication, Guangdong University of Foreign Studies, Guangzhou, China;3. Faculty of Environmental Science and Engineering, Guangdong University of Technology, Guangzhou, China;4. School of Interpreting &5. Translation Studies, Guangdong University of Foreign Studies, Guangzhou, China;6. Sun Yat-Sen Business School, Sun Yat-Sen University, Guangzhou, China |
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| Abstract: | 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. |
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| Keywords: | Climate change communication carbon labels interpersonal communication willingness college students carbon label cognition |
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