Promotion Strategy of Low-Carbon Consumption of Fresh Food Based on Willingness Behavior

The research on the influencing factors of residents’ low-carbon consumption willingness and low-carbon consumption behavior of fresh food has certain practical guiding significance. Existing studies have analyzed the low-carbon consumption willingness, but the factors considered are not comprehensive and the degree of fit needs to be improved. Therefore, this paper starts with 37 variables from six aspects: demographic factors, psychological factors, low-carbon related knowledge, external factors, policy norms, and product factors. The binary logistic model is used to carry out regression analysis on low-carbon consumption willingness and low-carbon consumption behavior, and the fitting degree is higher and reaches about 90%. The regression results show that sense of responsibility, government tax, low-carbon product quality, and low-carbon product price have a significant impact on residents’ low-carbon consumption willingness. Whether there are fake and shoddy products in the market and whether the products are really of low carbon have a significant impact on low-carbon consumption behavior. Finally, starting from the three subjects of government, enterprises, and residents, this paper puts forward targeted suggestions to improve residents’ low-carbon consumption willingness and promote residents’ low-carbon consumption behavior, in order to promote low-carbon consumption.