Do carbon labels increase Chinese consumers' willingness to pay for carbon-labeled agricultural products?

Increasing consumer demand has increased environmental pressure. Altering consumer behavior may be one strategy to achieve emission reduction targets. China's carbon labeling system is still in its infancy, and consumers' response to carbon labeling products is still uncertain. This study investigates consumers' willingness to pay (WTP) for carbon-labeled agricultural products (CAP) in different regions, the factors influencing them, and the strategies to implement carbon labeling. The results suggest that 77.60% of respondents are willing to pay more for CAP. The premium WTP for carbon-labeled milk, corn, bananas, tomatoes, and eggs is 25.66%, 31.96%, 24.08%, 23.62%, and 20.64%. Low-carbon awareness and the peer effect greatly and favorably impact people's reception of carbon labeling. Respondents' WTP for carbon labeling is considerably and favorably influenced by their acceptance of carbon labeling. We also put forward some suggestions on the promotion strategy of CAP from the perspective of government, enterprises, and consumers.