How to promote purchase of carbon offset products: Labeling vs. calculation?

Society calls for customers to participate in carbon offset programs and purchase carbon offset products in response to the threats currently posed by severe environmental pollution. To promote these products, companies often use carbon emission calculators. However, the effectiveness of this method needs further discussion. The article puts forward two kinds of decision-making mechanisms on choosing carbon offset products: from perspectives of labeling and calculation. The experimental study shows that consumers' willingness to purchase and attitude towards carbon offset products are more positive when an environmental label is given rather than calculating the fee composition. The effect of labeling is more prominent among consumers that are more mianzi-oriented or show high need for uniqueness. Furthermore, individualism level reinforces the effect of consumers' need for uniqueness on labeling. This research provides practical implications for enterprises and suggests directions for future research.