Research on the Impact of Green Trust on Consumers' Willingness to Purchase Low-Carbon Products

Abstract

In the context of global low-carbon development, the gap between consumers' willingness to purchase low-carbon products and their actual behavior has become a key bottleneck restricting the development of the low-carbon market. Combining planned behavior theory and trust theory, this paper constructs a theoretical model with green trust as the core anfactorial variable to explore the direct impact of green trust on purchase intention, as well as the indirect effects of attitudes, subjective norms, and perceived behavior control. Taking consumers in Liaoning Province as the research subjects, 229 valid questionnaires were collected and empirical analysis was conducted using various statistical methods. The results show that the level of green trust among consumers needs to be improved, and there are problems such as insufficient construction of green trust among enterprises, imperfect government guarantee system, and lack of credibility of third-party certification. Based on this, this paper proposes countermeasures from the perspectives of enterprises, governments, and third-party institutions to enhance consumers' purchasing intentions, serve the "dual carbon" goals, and at the same time enrich the application of relevant theories to provide empirical evidence for enterprise marketing and policy-making.