本文主要研究消费者知识对碳补偿回报计划行为意向的影响，通过综述相关文
献，以认知-情感-意动（C-A-C）范式为基础，建立碳补偿回报计划行为意向的关系
模型，旨在揭示消费者知识对碳补偿态度的影响以及由此产生的项目接受行为。通过
实验法，情景模拟被试的环保知识和碳补偿知识掌握程度的不同，运用 SPSS 软件进
行数据处理，检验消费者知识对碳补偿态度和碳补偿回报计划行为意向的影响，以及
碳补偿态度的中介作用。单因素组间实验的结果表明，消费者知识掌握程度的高低影
响着对碳补偿的态度，继而促进消费者对于碳补偿回报计划的接受意向，同时，碳补
偿态度在环保知识和碳补偿回报计划行为意向，以及碳补偿知识和碳补偿回报计划行
为意向之间发挥着中介作用。研究最后提出了对于引导和促进消费者参与碳补偿回报
计划的政策建议和营销启示。
关键词：环保知识；碳补偿知识；碳补偿态度；碳补偿回报计划；行为意向；实验法Abstract
With the development of low-carbon economy, and the increasing of consumer demand
for low-carbon consumption, companies need to develop the right marketing strategy and
low carbon approach to address changes in the consumer environment, thus achieving
corporate responsibility for environmental protection and establishing a good social image
and also attracting more consumers to participate and maintaining customer loyalty.
However, many types of customer loyalty programs, the development of homogenization
phenomenon occurs. The concept of carbon offsets, and the implementation of corporate
carbon offsets programs for enterprises to implement customer loyalty program provide a
new idea. Customer relationship carbon offset projects provide more consumer value for
customers from the social benefit levels.Can this new way customers return be accepted by
consumers, as well as the research of the impact factors of carbon offsets reward program is
very important.
This paper studies the impact of consumer knowledge in carbon offsets reward program
behavior intention. Through the relevant research literature, based on Cognitive - Affective
- Conative (CAC) paradigm,we establish a relational model of carbon offsets reward
program behavioral intentions, aiming to reveal the effects of consumer attitudes and
knowledge on the carbon offsets reward program behavioral intentions. By experimental
method, using scenario simulation to control consumers’ different degresss of
environmental knowledge and knowledge of carbon offsets, the paper uses SPSS software
for data processing, to examine the influence of environmental knowledge to carbon offsets
attitudes and carbon offsets reward program behavioral intentions, as well as the mediating
role of carbon offsets attitude. The univariate group experimental results show that the
consumer's level of environmental knowledge affect the attitude of carbon offsets, carbon
offsets social interest demands a significant impact on consumer attitudes, then promote the
acceptance intentions for carbon offset reward program, while carbon offset attitude plays a
mediating role between environmental knowledge and carbon offsets reward programs
behavioral intentions. In the end we put forward policy recommendations and marketing
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