Research On The Impact Of Product Green Attribute Information On Consumers’ Green Purchase Intention

As global environmental and resource problems become increasingly serious,practicing green concepts in the consumer sector has become a global consensus.In recent years,green marketing has been developing rapidly in various countries and has become a new trend in the consumer field.Many enterprises have also responded positively and devoted themselves to producing and developing green products,either by using clean and environmentally friendly equipment in the production process or by green design in certain attributes of the products themselves.In comparison,the former is generally led by enterprises,which is difficult for consumers to reach;the latter involves the specific attributes of the product,which is closer to the consumption process and more closely related to consumers’ purchase,use and disposal of the product,and therefore has more research value.This paper focuses on the latter and explores whether consumers show differences in purchase intention when confronted with different product green attribute information.In the few previous studies,scholars have classified product green attribute information into core attribute green information and peripheral attribute green information,and have demonstrated that core attribute green information has a more negative effect on purchase intention from the perspective of mediating mechanism of quality inference.However,this study argues that in addition to quality inference,consumers can make other judgments and perceptions about products based on product green attribute information,which can have a different impact on green purchase intention than previous studies.Thus,this study innovatively proposes a mediating mechanism of perceived green authenticity and introduces two moderating variables,green involvement and green certification,to investigate how product green attribute information affects green purchase intention through perceived green authenticity.Four studies were designed to test the hypotheses in this paper.The results of Study 1A and Study 1B show that when consumers’ green involvement is high,core attribute green information leads to higher purchase intention compared to product peripheral attribute green information,while when consumers’ green involvement is low,there is no significant difference in the effect of product core attribute green information and peripheral attribute green information on purchase intention.In addition,perceived green authenticity was found to play a mediating role in the effect of product green attribute information on purchase intention.Study 2 explored the moderating effect of green certification and showed that when green certification was present(vs.absent),the purchase intention of consumers with high green involvement increased regardless of whether they were faced with green information on core attributes or peripheral attributes;while there was no significant change in the purchase intention of consumers with low green involvement.Study 3 again verified the findings of Study 2 and examined the mediating role of perceived green authenticity,finding that the interactive effects of product green attribute information,green involvement,and green certification on purchase intentions also work through perceived green authenticity.This study explores the influence of product green attribute information on purchase intention from the perspective of perceived green authenticity,and constructs a scientific theoretical framework,which not only expands the research perspective in the field of product green attributes,but also enriches the theoretical research in the field of green authenticity.In addition,this study has certain guiding significance for marketing practice,which can enable enterprises to design product green attributes more scientifically and rationally,and also provides new ideas for enterprises to carry out green marketing,i.e.,highlighting intrinsic green motives,downplaying extrinsic commercial motives,and aligning external actions of enterprises with intrinsic concepts or values to bring consumers more green authenticity perceptions,which broadens the path for enterprises to develop green marketing programs.