Social influence and climate change issues affecting consumer behavioral intention toward carbon footprint label: A study of Taiwanese consumers
Widya Kartika Laksmawati, Chi‐Ming Hsieh, Shang‐Ho Yang
Abstract
Amidst the global urgency to address climate change, Taiwan stands at the forefront of implementing sustainable solutions, notably introducing carbon footprint labels on food products. This initiative aims to usher consumers towards more environmentally-conscious purchasing decisions by providing insights into the ecological impact of their food choices. Our comprehensive research explores a variety of determinants that sway Taiwanese consumers in their buying behaviors, specifically focusing on the influence of these carbon footprint labels. Surprisingly, while one might anticipate media exposure to be a dominant force in shaping opinions, our findings suggest its role remains relatively limited in this context. Instead, personal experiences with climate events and robust influences from family and peers emerge as the primary drivers in purchasing decisions. These direct interpersonal interactions, both in terms of shared experiences and word-of-mouth recommendations, offer profound insights into shaping consumer behavior. As Taiwan ambitiously targets net-zero emissions by 2050, harnessing the power of these social dynamics becomes imperative. Through strategic interventions that amplify these social channels of influence, there's potential to bolster the public's inclination towards sustainable consumption, ensuring the success of initiatives like carbon footprint labeling.