Whose Green is greener? Examining the effects of corporate carbon emission efforts on purchase intention

Shupei Yuan and Haoran Chu

Journal of Risk Research, 2025, vol. 28, issue 6, 665-680

Abstract: This study investigates the impact of corporate carbon emission reduction efforts on consumer behavior. Two online message experiments (N1 = 490, N2 = 603) examined how individuals perceive and respond to insetting or offsetting efforts to reduce carbon emissions. The results indicate that internal efforts are perceived more positively as good deeds and lead to higher purchase intentions compared to external efforts. Furthermore, the amount of effort only influences the effects of internal efforts on purchase intentions through the mediation of perceived sustainability, with no significant effect on external efforts. These findings highlight the importance of authentic sustainability practices, which enhance consumer brand support, and emphasize the strategic significance of such practices for corporations in fostering positive relationships.

Date: 2025
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DOI: 10.1080/13669877.2025.2539116

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