Carbon labelling, Low-carbon lifestyles, Carbon footprint mitigation and Purchase decision: Weaving through a common thread

Abstract

In recent years, governments all over the globe have been advocating ‘carbon labelling’ as part of their efforts to address concerns relating to global warming by enacting environmentally conscious policies and implementing additional initiatives toward achieving sustainable development. A product's carbon footprint is the sum of all of the greenhouse gases it produces during the course of its production, consumption, and disposal. The carbon labelling method provides a quantifiable measure of a product's total emission of greenhouse gases over its entire life cycle. Since the general public is the ultimate consumer of carbon-labelled goods, it becomes imperative to address the mechanism by which carbon label-aided carbon footprint mitigation strategies can pave the way to the adoption & purchase of goods that advocate low carbon lifestyles.  As businesses propel more information on carbon footprint labels, they encourage environmentally responsible purchasing decisions.  This qualitative paper uses exploratory research design based on secondary sources of data raging from environmental science, management and green marketing with the objective of weaving the concepts pertaining to carbon labelling, low-carbon lifestyles, carbon footprint mitigation and purchase decisions through a common thread. The conceptual paper engages a mixed approach clubbing grounded theory with conceptual framework analysis for drafting a literature-led cascaded frame. The paper is anticipated to open frontiers for environmental advocates of carbon footprint mitigation policy drafters, green strategists, eco-conscious consumers and government regulatory agencies.