Decoding the Green Choice: Climate Awareness, Mandatory Labelling, and Urban–Rural Differences in Willingness to Pay for Low-Carbon Agriculture
グリーンな選択を解読する：気候変動意識、強制ラベリング、低炭素農業への支払意思額における都市と農村の違い (AI 翻訳)
Ionuț Laurențiu Petre, Raluca Georgiana Lădaru, Raluca Andreea Ion, Maria Claudia Diaconeasa, Steliana Mocanu
🤖 gxceed AI 要約
日本語
本研究は、農業の気候変動への寄与に対する消費者の認識が、低炭素農産物への支払意思額（WTP）にどのように変換されるかを調査。Eurobarometerデータを用いた調停・調整モデルにより、強制的な環境ラベリングへの支持が媒介し、居住地域（都市vs農村）が調整することを示した。結果は、気候変動認識がWTPに正の影響を与え、ラベリング支持がそのメカニズムの一部であること、都市部でその効果が強いことを明らかにした。
English
This study examines how consumers' awareness of agriculture's climate impact translates into willingness to pay (WTP) for low-carbon products. Using Eurobarometer data and a moderated mediation model, it finds that support for mandatory environmental labelling mediates this relationship, and the effect is stronger in urban areas. The research highlights the role of policy instruments and socio-spatial context in sustainable consumption.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本では、農産物の環境ラベリング（有機JAS等）が普及しつつあるが、低炭素に関する表示制度は未整備。本研究成果は、ラベリング政策の設計や都市部と農村部の消費者行動の差異を考慮する際に示唆を与える。
In the global GX context
This paper contributes to global discourse on information-based climate policies by empirically linking consumer awareness, labelling trust, and spatial context. It supports the rationale for mandatory environmental labelling as a tool to mobilize consumer demand for low-carbon products, relevant to EU's Farm to Fork strategy and similar initiatives elsewhere.
👥 読者別の含意
🔬研究者:Provides a model linking climate awareness, labelling trust, and WTP with urban-rural moderation, useful for sustainable consumption research.
🏢実務担当者:Highlights that mandatory labelling can turn consumer concern into premium purchases, suggesting marketing strategies for low-carbon products.
🏛政策担当者:Demonstrates that mandatory environmental labelling is an effective policy mechanism to promote low-carbon agriculture, with stronger impact in urban areas.
📄 Abstract（原文）
This study investigates the psychological and contextual mechanisms through which consumers’ awareness of agriculture’s contribution to climate change translates into a willingness to pay (WTP) for low-carbon agricultural products. Drawing on data from Eurobarometer 93.2 (ZA7739; N = 24,193), the research applies a moderated mediation model (Hayes’ PROCESS Model 14) to examine the mediating role of support for mandatory environmental labelling and the moderating effect of residential context. The results indicate that climate change awareness is significantly and positively associated with WTP. Moreover, support for mandatory labelling partially mediates this relationship, suggesting that institutionalized transparency may serve as a key mechanism through which environmental concern becomes economically actionable. The findings further reveal that this indirect effect is moderated by the level of urbanization, being stronger in urban areas than in rural settings. This highlights the importance of socio-spatial context in shaping consumer responses to sustainability information. Overall, the study contributes to the literature on sustainable consumption by demonstrating that willingness to financially support low-carbon agriculture depends not only on environmental awareness but also on trust-enhancing policy instruments and contextual factors. The findings offer important implications for policymakers aiming to promote sustainable food systems through information-based regulation.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.3390/agriculture16121345first seen 2026-06-20 05:33:03
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