{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,11]],"date-time":"2026-09-11T05:08:02Z","timestamp":1789103282385,"version":"build-2803163510"},"reference-count":71,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2026,9,11]],"date-time":"2026-09-11T00:00:00Z","timestamp":1789084800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Psychol."],"abstract":"<jats:p>Carbon emissions from agriculture can be reduced by adding carbon labels on agricultural products. The growing trend of live streaming agricultural products is a significant tool for promoting low-carbon consumption. We investigates the influence of anchor attraction on consumer purchases of carbon-labeled agricultural products by including it in the theory of planned behavior. A total of 402 questionnaires were gathered via the Hangzhou resident questionnaire survey, and they were examined using a structural equation model. The findings show that attitude, subjective norms, perceived behavior control, and anchor attraction all have a direct impact on consumers\u2019 intentions to buy carbon-labeled agricultural products. Purchase intention and perceived behavior control have a direct impact on purchase behavior. Purchase intention is significantly influenced by anchor attraction indirectly through attitude, perceived behavior control, and subjective norms. Product knowledge plays a moderating role in the relationship between purchase intention and actually purchase behavior, and low product knowledge can better promote the transformation from intention to behavior, which may be related to the current state of implementation of China\u2019s carbon labeling system. This study develops a novel theoretical framework and, in a sense, makes up for the lack of attention paid to anchor attraction\u2019s effect on consumers\u2019 decisions. Our findings not only help mitigate carbon emissions from agricultural production, but also help guide low-carbon consumption and achieve carbon neutrality.<\/jats:p>","DOI":"10.3389\/fpsyg.2026.1948256","type":"journal-article","created":{"date-parts":[[2026,9,11]],"date-time":"2026-09-11T04:34:52Z","timestamp":1789101292000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["The effect of anchor attraction on the buying behavior of carbon labeled agricultural products: incorporating anchor attraction into TPB"],"prefix":"10.3389","volume":"17","author":[{"given":"Fei","family":"Wang","sequence":"first","affiliation":[{"name":"School of Finance, Harbin University of Commerce","place":["Harbin, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nan","family":"Wang","sequence":"additional","affiliation":[{"name":"China School of Banking and Finance, University of International Business and Economics","place":["Beijing, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Dehua","family":"Zhang","sequence":"additional","affiliation":[{"name":"School of Finance, Harbin University of Commerce","place":["Harbin, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2026,9,11]]},"reference":[{"key":"ref1","doi-asserted-by":"publisher","first-page":"371","DOI":"10.1016\/j.sbspro.2014.04.044","article-title":"Impact of relationship marketing tactics (RMT'S) & relationship quality on customer loyalty: a study within the Malaysian mobile telecommunication industry","volume":"130","author":"Abdullah","year":"2014","journal-title":"Procedia. 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