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Using consumer survey data collected through questionnaires in five major urban areas in the People’s Republic of China, this article explores consumers’ perception, purchase intention, and willingness to pay for premiums of carbon-labelled low-carbon-emission goods and services and in particular, low-carbon electronic devices. The findings indicate that carbon labels work as a reminder of ethical consumption to Chinese consumers; and that as an emerging market where ethical consumption starts to take roots, Chinese consumer market demonstrates some traits that are different from its western counterparts. This study contributes to improving the design of environment-friendly choice architectures used in public behavioural policies, as well as to better understanding consumer behaviours in the contemporary consumer culture where environmental ethics become increasingly mainstream in emerging markets.

Carbon labels as reminder of ethical consumption: an exploratory study of consumer perceptions in China