Consumer behavior patterns of carbon neutral label using the unified theory of acceptance and use of technology

China has paid considerable attention to developing and implementing a carbon labeling system in response to increasing environmental issues such as global warming. This paper aims to provide a theoretical basis for formulating and implementing a carbon labeling system in China through a study of consumer acceptance behavior and its influencing factors. This paper constructed an extended model of consumers’ acceptance behavior of carbon neutral labels based on the theories and methods of Unified Theory of Acceptance and Use of Technology (UTAUT) and analyzed the effects of five factors (carbon label cognition, performance expectancy, effort expectancy, social influence, and facilitating factors) on consumer carbon neutral label acceptance and adoption. The structural equation model analysis revealed that carbon label cognition, performance expectancy, social influence, and facilitating factors significantly, and positively impact consumers’ acceptance of carbon neutral labels. Moreover, carbon label cognition, performance expectancy, and facilitating factors significantly, and positively affect consumers’ carbon neutral label adoption behavior. Meanwhile, carbon label cognition, and effort expectancy have no significant impact on consumers’ willingness to accept carbon neutral labels, which in turn significantly impacts consumers’ carbon neutral label adoption behavior. According to the research findings, increasing the promotion of carbon labeling and improving the practical strategies and management recommendations for carbon label design are proposed.