Investigating the Role of Consumer Innovativeness in the Low-carbon Products Category

Abstract

The low-carbon economy has been widely concerned and applied, and more and more low-carbon products appear on the market。 Low-carbon products are different from ordinary products in the way of designing. The novelty of low-carbon products may attract consumers who want to be different from others and hope to keep changing. On the other side, the degree of environmental concern has also become one of the reason that consumers choosing low-carbon products. This article studies the impact of consumer innovativeness and environmental concerns on the purchase intention of low-carbon products. . Based on the theory of planned behavior, we introduced consumer innovativeness and environmental concerns into the model. We used environmental concerns as new independent variables and took consumer innovativeness as a moderating variable. This paper also summarizes the moderating effect of consumer innovativeness on the relationship between the four predictors in the extended planning behavior theory and consumer purchase intention, even the impact of environmental concerns on purchase intention. We collected data through 400 online questionnaires and analyzed data based on descriptive analysis, reliability, and validity test. Then tested the hypothesis through structural equation modeling and hierarchical regression. The study found that environmental concerns have a positive effect on purchase intentions. Consumer innovativeness has a negative moderating effect on the four independent variables in the model. This result proves that consumers with higher innovativeness have stronger independent decision-making abilities and are less susceptible to the influence of society or surrounding people when purchasing low-carbon products.