RESEARCH ON THE INFLUENCE MECHANISM OF ECO-LABELS ON CONSUMERS' PURCHASE INTENTIONS

This study investigates how eco-labels impact the purchase intentions of consumers on the Chinese mainland, set against the backdrop of China's "dual carbon" goals and green development policies. Given China's unique ecological challenges and the relatively lower environmental awareness among Chinese consumers compared to other regions, understanding green consumption patterns has significant market potential. A random sampling method was used to gather 442 valid questionnaires, and statistical analysis was performed using SPSS and AMOS through methods like variance analysis, correlation analysis, and hierarchical regression analysis. Main findings: (1) Eco-labels significantly enhance consumers' purchase intentions; (2) Perceived value mediates the relationship between eco-labels and purchase intentions; (3) Environmental awareness positively moderates the impact of eco-labels on purchase intentions; (4) Altruism positively moderates the impact of perceived value on purchase intentions. The study establishes a theoretical framework of "eco-labels → perceived value → purchase intentions" and validates the moderating effects of environmental awareness and altruism. This research contributes to green consumer behavior theory from the consumer perspective and provides empirical support for corporate eco-labeling strategies and management recommendations.