<p>Promoting textile carbon label is favorable for energy saving and emission reduction in textile industry. The textile carbon label is a new environmental management tool that has created a market mechanism for sustainable consumption, driving green cycle production. Understanding the transmission mechanism of carbon label can help various countries deploy the popularity of carbon label in the textile industry. This paper will build a theoretical structure based on signaling theory and the theory of planned behavior (TPB) to discuss the direct conduction mechanism, indirect conduction mechanism and interference factors of carbon label direct conduction. A structural equation model (SEM) was used to study the purchase intention of 450 consumers in Shenzhen, China for carbon label textiles. The results indicate that carbon label positively affects customers’ intention to buy carbon label textile by influencing attitudes, subjective norms, perceived behavior control and perceived value. Price sensitivity weakened the direct transmission of carbon label to textile purchase intention; In contrast, climate sensitivity enhanced the direct transmission of carbon labels to textile purchase intentions. Notably, unlike in the food and electronics industries, most consumers are unwilling to pay a carbon labelling premium on textiles due to liability issues. Furthermore, this study provides unique insights for the government to promote the carbon label system, for businesses to effectively utilize carbon label marketing, and for consumers to embrace sustainable consumption habits.</p>