Analysing the impact of coupled domestic demand dynamics of green and low-carbon consumption in the market based on SEM-ANN

Kaisheng Di, Weidong Chen, Qiumei Shi, Quanling Cai and Sichen Liu

Journal of Retailing and Consumer Services, 2024, vol. 79, issue C

Abstract: This study examines the analysis of the elements of the influence of the coupled internal and external demand dynamics of low-carbon consumption in the market, especially the influence of carbon labeling, personal inclination to green choice, and brand perception on green and low-carbon consumption behavior based on the SEM-ANN artificial intelligence analysis and synthesis methodology. The results show a significant positive correlation between personal inclination intention and carbon labeling choice in the context of insufficient inner motivation for green, low-carbon consumption. This comprehensive study identifies the influencing factors and mechanisms that guide green and low-carbon consumption behaviors and provides practical guidance for developing effective policies to promote sustainable consumption behaviors. The study found that personal preference and brand perception accounted for 64% and 77% of the variance in personal consumption behavior choices, respectively. In addition, applying a deep ANN multilayer perceptron dramatically improves the accuracy of predicting individuals' perceived usefulness with a training accuracy of 84.45% and a testing accuracy of 86.87%, leading to a deeper understanding of the topic. This study reveals the key influencing factors in value co-creation and deeply investigates the mechanisms of personal inclination willingness, carbon label choice, and brand perception, thus providing a theoretical foundation and practical guidance for promoting green and low-carbon consumption.

Keywords: Green low-carbon consumption; Value co-creation; Carbon labeling options; Mediation effects analysis; Multi-cluster comparison; Deep ANN (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001528

DOI: 10.1016/j.jretconser.2024.103856

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