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<p>Drawing on the stimulus–response framework, this study applies structural equation modeling (SEM) to examine consumers’ psychological perceptions of green consumption and their willingness to pay (WTP) for carbon-labeled products in nine mainland cities of the Guangdong–Hong Kong–Macao Greater Bay Area (GBA). We show that WTP and premium acceptance were low, with 74.39% of respondents unwilling to pay more than a 20% premium. A U-shaped age pattern was observed, with a turning point at age 50, while gender showed no significant effect. First-tier city residents, higher-income groups, and individuals with higher education exhibited stronger WTP. The theory identified the logic based on the “environmental stimuli (S)—internal states (O)—behavioral responses (R)” framework, where product attributes, reference group pressure, and low-carbon lifestyle values enhanced WTP. Carbon label awareness and perceived low-carbon efficacy played mediating roles. This study highlights strategies to enhance green purchase intentions under voluntary carbon labeling policies, promoting sustainable consumption and low-carbon economic development.</p>

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Paying the green premium: encouraging low-carbon consumption through low-cost nudges

  • 期刊论文

  • 发表日期：

    2026年7月8日

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  • Shaopeng Zhang,
  • Jie Zhang,
  • Yingying Xian,
  • Yinhao Yang

摘要

Drawing on the stimulus–response framework, this study applies structural equation modeling (SEM) to examine consumers’ psychological perceptions of green consumption and their willingness to pay (WTP) for carbon-labeled products in nine mainland cities of the Guangdong–Hong Kong–Macao Greater Bay Area (GBA). We show that WTP and premium acceptance were low, with 74.39% of respondents unwilling to pay more than a 20% premium. A U-shaped age pattern was observed, with a turning point at age 50, while gender showed no significant effect. First-tier city residents, higher-income groups, and individuals with higher education exhibited stronger WTP. The theory identified the logic based on the “environmental stimuli (S)—internal states (O)—behavioral responses (R)” framework, where product attributes, reference group pressure, and low-carbon lifestyle values enhanced WTP. Carbon label awareness and perceived low-carbon efficacy played mediating roles. This study highlights strategies to enhance green purchase intentions under voluntary carbon labeling policies, promoting sustainable consumption and low-carbon economic development.