■为了实现碳峰值和碳中和目标,农业部门被高度重视减少碳排放。由于消费是生产的最终目标,低碳农产品消费对促进农业碳减排具有重要意义。区域品牌农产品是推动区域经济向“绿色”发展的重要工具,低碳,品牌和高品质“,具备向低碳农产品发展的技术和制度条件,因此本研究以区域品牌农产品为代表的低碳农产品。作为引导公众绿色低碳消费的信息来源,地方政府可以有效开发低碳农产品市场,从需求方带动低碳农业的发展。
■基于Bootstrap方法的结构方程模型,本文重点研究了地方政府信息来源特征(公信力、敬业精神,和吸引力)对消费者购买低碳农产品的意愿,并探讨了感知收益和感知风险的中介作用。
■建立了以下发现:首先,地方政府的公信力和专业性通过感知利益对低碳农产品购买意愿产生积极影响,信誉影响最大。第二,地方政府的吸引力通过感知风险正向影响消费者购买低碳农产品的意愿。第三,感知收益在可信度和购买意愿之间起着完全的中介作用,在专业精神和购买意愿之间发挥部分中介作用,感知风险在吸引力和购买意愿之间起部分中介作用。
■本研究从地方政府信息来源的角度,为农业部门的低碳农产品建设和低碳发展提供了新思路。
In order to achieve the carbon peaking and carbon neutrality goals, the agricultural sector has been given high priority to reduce carbon emissions. Since consumption is the ultimate goal of production, the consumption of low-carbon agricultural products is of great significance to promote the reduction of agricultural carbon emissions. Regional brand agricultural product is an important tool to promote the development of regional economy to \"green, low-carbon, branded and high-quality\", and has the technical and institutional conditions to develop into low-carbon agricultural product, so this study takes regional brand agricultural products as the representative of low-carbon agricultural products. As a information source to guide the public to consume in the green and low-carbon way, local government can effectively develop the market for low-carbon agricultural products and drive the development of low-carbon agriculture from the demand side.
Based on structural equation model with bootstrap method, this paper focuses on the mechanism of the influence of local government information source characteristics (credibility, professionalism, and attractiveness) on consumers\' willingness to purchase low-carbon agricultural products, and explores the mediating role of perceived benefits and perceived risks.
The following findings are established: first, the credibility and professionalism of local governments play a positive role in influencing the purchase willingness of low-carbon agricultural products through perceived benefits, with credibility having the greatest degree of influence. Second, the attractiveness of local governments positively influences consumers\' willingness to purchase low-carbon agricultural products through perceived risk. Third, perceived benefits play a fully mediating role between credibility and purchase intention, play a partially mediating role between professionalism and purchase willingness, perceived risks play a partially mediating role between attractiveness and purchase willingness.
This study provides new ideas for the construction of low-carbon agricultural products and low-carbon development in the agricultural sector from the perspective of local government information sources.