Research On The Influence Mechanism Of Consumers' Green Purchase In The Context Of Social Media Marketing

The rapid economic growth has caused a huge negative impact on the environment,such as the excessive use of resources to accelerate the deterioration of the environment.People are more and more aware of the harm of environmental degradation,and have a strong interest in sustainable development and environmental protection.Individual consumption behavior will destroy the natural environment.As China's consumption enters the stage of upgrading and transformation,the pressure of consumption on resources and environment continues to increase.Consumers are increasingly worried that their current consumption patterns will have a negative impact on the environment,which will affect their green purchase intention.Enterprises have also realized that green products have broad market prospects.In order to promote more green purchases,enterprises are actively or passively marketing and promoting green products in social media such as micro-blog and WeChat official account to encourage consumers to make green consumption.China has the largest number of social media users in the world,far more than any other country.Many enterprises have started green marketing on social media,such as actively carried out green advertising and actively carried out green label certification.Nevertheless,whether social media marketing can definitely promote consumers' green purchase behavior remains to be further discussed.On one hand,consumers need to get effective information from green advertising to make decisions,but how green advertising receptivity on social media affects consumers'green purchase intention is unclear.On the other hand,social media is less regulated than traditional media,and some misleading propaganda is prevalent green advertising on social media.Consumers are afraid of being cheated by green advertising.Therefore,whether social media green advertising is an effective tool for consumers' green purchase remains to be verified.The research problems of this study are summarized as follows:(1)The first core question of this study is that it is very difficult to change consumers' consumption behavior.In modern society,social media has become the mainstream influencing media.However,will social media marketing surely achieve effective guidance for consumers' green purchase behavior and other individual behaviors?What are the influencing factors for this guidance?(2)The second core issue of this study is,if social media marketing does have an effective guidance role in consumers'green purchase behavior,how does green advertising consumers' green purchase behavior as one of the important ways for enterprises to promote consumers'green consumption in social media?(3)The third core question of this study is,if consumers are affected by“green cleaning”and have doubts about the green advertising on social media,what internal mechanisms hinder consumers' green purchase behavior?Based on the above three questions,this study first attempts to understand whether social media marketing effectively promotes the internal mechanism of consumers'green purchase behavior.Then try to understand consumers'research on the internal mechanism of green purchase when green advertising on social media as a signal and stimulus to green purchase behavior.In a word,study the relationship between green advertising receptivity on social media and green advertising skepticism on social media and consumers'green purchase behavior.This article focuses on individuals using social media in the Chinese market,and issues questionnaires to collect data from Chinese social media users.This study sets three goals:First,based on the theory of planned behavior,observe consumers' attitudes and intentions to buy green products in the context of social media,and explore the relationship between social media marketing,perceived consumer effectiveness,product knowledge,subjective norms,perceived behavioral control,price consciousness,attitudes and intention to buy green products.In addition,this study attempts to understand these relationships among different consumer groups.Second,based on signaling theory,the purpose of this research is to establish a theoretical framework to understand consumers'intention to purchase green products.Explore the impact of green advertising receptivity on social media and consumers'intention to buy green products,while considering the mediate role of trust system and trust personal,and the moderating role of regulatory focus.Third,underpinned by the stimulus-organism-response model,this study explores the underlying mechanism through which green advertising skepticism on social media affects consumer green purchase intention.It also investigates the boundary factors that moderate this indirect relationship.Detect the impact of green advertising skepticism on social media on consumers' intention to buy green products,and consider the mediate role of perceived information utility and the moderating role of self-construal.According to the above three research objectives,based on the previous literature,combined with the actual situation of social media marketing in China,this paper constructs the research model.In this paper,we use the mature questionnaire of predecessors to design the questionnaire,and carry out three online questionnaires and supplementary offline questionnaires from 2018 to 2019.Researcher uses Amos 22.0,SPSS 19.0,and PLS-smart software packages for data analysis.Descriptive statistics,T-tests,correlation test,and confirmatory factor analysis and the structural equation modeling analysis was used to verify the research hypotheses in this paper.Concluded as follow:(1)Empirical results show that attitudes,subjective norms,and perceived behavior control have a significant positive impact on green purchase intention,while price consciousness has a significant negative impact on green purchase intention.Product knowledge has a positive impact on consumers'attitudes and purchase intentions,and perceived consumer effectiveness has a positive impact on consumer attitudes.As expected,social media marketing has a positive impact on subjective norms,product knowledge,and perceived consumer effectiveness,and a significant negative impact on price consciousness.However,there is no significant relationship between perceived consumer effectiveness and green purchase intention.According to the results of multi-group structural equation model analysis,the impact of different consumer groups is very different.(2)Empirical results from 671 questionnaires show the green advertising receptivity on social media positively affects intention as expected,and the relationship among them is also moderated by promotion focus and mediated by trust system and trust personal.However,the relation between green advertising receptivity on social media and purchase intention is not moderated by prevention focus.Hence,this research suggests that stakeholders should conduct truthful green advertising campaigns to dispel the consumer's suspicion of green advertising and should target different consumers with different green advertising marketing to increase sales as well.(3)Performing structural equation modeling on data collected from an online survey on Sina Weibo,this study finds that green advertising skepticism on social media negatively affects green purchase intention through the mediation of perceived information utility.Moreover,interdependent self-construal positively moderates,and independent self-construal negatively moderates this indirect relationship.These findings suggest that truthful and consumer-tailored green advertising is crucial to green product marketing.This article comprehensively uses the relevant theories of management,sociology,marketing,communication,social psychology,and consumer behavior,and combines theoretical research with actual research to construct a new model to study the factors that consumers buy green products.First,consumers' intention to buy green products is identified in the context of social media marketing.Next,explore the impact of consumers' cognitive responses to green advertising in social media on consumers' green purchasing behavior.One is to explore the impact of green advertising receptivity on consumers' green purchase behavior.The other is to explore the impacts of green advertising skepticism on social media on consumers'green purchase behavior.In this paper,under the research paradigm of traditional consumer behavior,combined with the current emerging social media situation,we explore the influence mechanism of green purchase behavior of consumers in the context of social media marketing.This study promotes the government to encourage consumers to green consumption and green consumption market development is not sound practical problem solving.At the same time,it guides the enterprises to solve the practical problems of actively seizing the green market share in the face of the potential green market and the complex situation of the green market in the Chinese environment.It also guides enterprises to solve the practical problems of using social media to promote the expansion of green market share.