With the world economic development and the dramatic increase of the global greenhouse gas (GHG) emissions, the issue of sustainable development that is largely related with the environmental deterioration has aroused a world-wide concern. Low-carbon economy, therefore, has gradually shifted from the ideology and advocacy to theoretical researches and practical policy actions throughout the world. As a revolutionary new mode of economic development, a new model of energy consumption and a new way of life for mankind, the low-carbon economy is rooted in the low-carbon consumption (He et al. 2011a). It is an important issue to achieve sustainable development and sustainable consumption by changing the consumption ideology and readjusting consumption patterns of the people's livelihood. The existing research findings demonstrate that the change of consumer behaviour has a more obvious and a far-reaching impact on the emissions reduction than improving the energy efficiency of machines and facilities such as automobiles and buildings (Wang et al. 2010). Unlike industrialized countries such as Europe and the USA, China is still at the post-industrialization stage and the rising well-off consumers tend to consume more goods with energy intensity; the studies show that the consumption activities contribute 30-40% to the environmental degradation (Wang and Jing 2012), the high-carbon consumption tendency, the scarcity of low-carbon awareness and deficiency of social norms are the main obstacles of low-carbon consumption behaviour (Chen and Li 2012). Therefore, it is of great significance to conduct an experimental study on consumers' potential behaviour on purchasing low-carbon agri-food products in China.
Literature reviewThe research on the impact of carbon labelling on low-carbon consumption began only a few years ago. Edwards-Jones et al. (2009) Abstract: By adopting the scenario experimental methodology of carbon labelling on agri-food products, coupled with 873 questionnaires collected from six cities in China, we made a statistical analysis of diff erent types of consumers' behaviour on the low-carbon agri-food purchase by using the SPSS software. Th e results indicate that: (1) there are great diff erences of the low-carbon purchasing behaviour between diff erent types of consumers: male groups at young and middle-aged, especially those who are highly educated and better paid in economically developed areas, have strong low-carbon product purchasing powers; (2) consumers' low-carbon purchasing behaviour is highly correlated with their preference for low-carbon products; (3) young consumers and some of the high-income consumers have a weak environmental consciousness and; (4) consumer's perception on government policies and the implementing effi ciency shows a positive moderating eff ect on the consumers' low-carbon purchasing behaviour. Finally, we proposed policy recommendations accordingly based on the fi ndings of this study for further facilitating low-carbon consumption in China.