This study aims to investigate the impacts of the carbon labeling knowledge, the cognitive of carbon labeling, environmental attitude and involvement on purchasing intensions of carbon labeling products. Most of studies just aimed to investigate the concepts and attitudes about carbon labeling among consumers. Unlike previous research, by conducting two experiments to investigate 328 university students in the middle of Taiwan, our study demonstrates that the environmental consciousness, knowledge and cognitive of carbon labeling and product involvement all exert a significant effect on the purchasing intensions of carbon labeling products. Our study also sets a future research agenda and provides some direct practical implications.