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

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

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.

Suggested Citation

  • Di, Kaisheng & Chen, Weidong & Shi, Qiumei & Cai, Quanling & Liu, Sichen, 2024. "Analysing the impact of coupled domestic demand dynamics of green and low-carbon consumption in the market based on SEM-ANN," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001528
    DOI: 10.1016/j.jretconser.2024.103856
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