Consumer Perception of Carbon Labels on Cross-Border E-Commerce Products and its Influencing Factors: An Empirical Study in Hangzhou

Purpose This study explores the consumer perception of carbon labels on cross-border e-commerce (CBEC) products in Hangzhou, China, focusing on the influence of carbon label connotation, products’ innovative features, consumers’ attributes, and communication networks and scenarios. Design/Methodology/Approach Conducted from December 2021 to December 2022, the study involved two rounds of surveys, resulting in 125 valid responses. First, questionnaires about the perception of carbon labels on Cross-Border E-ommerce (CBEC) products were randomly distributed to customers in the CBEC town of Hangzhou, China. Afterwards, respondents were intervened with carbon label information and green knowledge, and reassessed by a second-round questionnaire. Findings The findings revealed that the eco-friendly connotations shown in carbon labels significantly affected consumer cognition and acceptance of CBEC products. Particularly, younger and higher-educated individuals exhibited a greater acceptance and trust in the information conveyed by the carbon labels. These findings suggested that by improving the design and presentation of carbon labels through innovative e-channels and interactive communication, CBEC companies can realize and better engage consumers. Originality/Value It is a value-added principle for communication with consumers to foster CBEC products’ innovation attributes with environmental consciousness education through carbon labels. These integrated efforts offer insight for CBEC companies that carbon labels can visibly demonstrate companies’ practices for sustainability and bolster consumer relationships and trust, away from mere symbolism.