| With Chinese people's rising expectations for a pleasant ecological environment,the green lifest yle characterized by low-carbon,energy efficient,environmentall y frie ndl y,recycling and health has quietl y emerged.Green consumption characterized by resource conservation and ecological protection has been transformed from a passive demand for environmental governance to an active demand for enhancing the qualit y of life.In order to encourage green consumption,the Chinese government has further issued a series of policies and measures from top-level design to exact standards.Although green consumption has broad market prospects and strong policy support,it still faces many challenges and practical difficulties in practice.Due to the experience of environmentally friendl y utilit y of green consumption behavior with a time lag,it is hard to be directl y observed and perceived by consumers in the process of consumption and use.If failed to experience the expected environmentall y friendl y utilit y for a period of time,consumers will have negative emotions,such as confusion and disappointment,and a low sense of self-efficacy and control.When consumers face green consumpti on decisions again,they will wander,hesitate or even refuse.Therefore,how to enhance consumers' perception of green utilit y,retain and stimulate consumers to continuousl y and repeatedl y green consumption has become an important problem to be solved urg entl y for enterprises to explore green markets,gain green competitive advantages and carry out all-round and diversified green marketing strategy.However,the current research basicall y acquiesces green consumption behavior as consumers' initial or singl e consumption behavior,focusing on the pre-purchase decision-making process and influencing factors,such as demographic characteristics,internal psychological fact ors and external circumstances f actors,etc.,and seldom discusses the post-purchase process and green repeated consumption behavior.This study explores the mechanism of green repeated consumption behavior from the perspective of enterprise feedback,which fills in the insufficiency of previous research on feedback effect and post-purchase marketing process in the field of green consumption,and enriches the research on feedback strategy in green marketing strategy.According to the feedback intervention theory and social exchange theory,the study defines the core structure of enterprise feedb ack in the field of green repeated consumption,post-purchase value feedback,and clarifies the promotion effects of social value feedback and functional value feedback on green repurchase intention.Study 1 conducts a theoretical model introducing post-purchase value feedback as independent variable,warm-glow as mediation variable,feedback timing as moderation variable and green repurchase intention as dependent variable.In study 1,three experiments are conducted to verify the proposed hypothesis.Experiment 1verifies that post-purchase value feedback significantl y promotes green repurchase intention compared with no value feedback,and social value feedback was more effective than functional value feedback in promoting green repurchase intention.Experiment 2 changes the experimental materials and participants and demonstrates that social value feedback can improve warm-glow more than functional value feedback,and warm-glow plays a mediation role in the effects of post-purchase value feedback on green repurchase intention.Experiment 3 changes the experimental materials and participants again to examine the mediating effect of warm-glow between post-purchase value feedback and green repurchase intention is moderated by feedback timing.The results showed that for immediate feedback,social value feedback could enhance warm-glow more than functional value feedback,and then promote green repurchase intention.For delayed feedback,the warm-glow induced by social and functional value feedback is at a low level and has no difference,and then green repurchase intention has no difference.After reaching the conclusion that social value feedback can promote green repurchase intention better,focusing on how enterprises should design social value feedback stra tegy,study 2 introduces the concept of comparative feedback according to social comparison theory,investigates the mechanism of social value comparative feedback affecting green repurchase intention.Study 2 constructs a theoretical model with comparative feedback and relationship strength as independent variables,impression management motivation as mediation variable,feedback context as moderation variable,and green repurchase intention as dependent variable.In study 2,experiment 4,5 and 6 are conducted to verify the proposed hypothesis.Experiment 4 verifies that the congruence effect of comparative feedback and relationship strength has an impact on green repurchase intention.For strong relationship,compared with the downward comparative feedbac k,the upward comparative feedback is more likel y to stimulate the green repurchase intention.For weak relationship,there is no difference between upward comparative feedback and downward comparative feedback on the green repurchase intention.Experiment 5verifies that impression management motivation plays a mediating role in the congruence effect of comparative feedback and relationship strength on green repurchase intention.For strong relationship,compared with the downward comparative feedback,the upward comparative feedback is more likel y to inspire impression management motivation.For weak relationship,there is not any difference between the upward comparative feedback and the downward comparative feedback on impression management motivation.Experiment 6 verifies the moderating effect of feedback context in the process of congruence effect between comparative feedback and relationship strength on impression management motivation.For public feedback,whether relationship str ength is strong or weak,upward comparative feedback can inspire impression management motivation more than downward comparative feed back,and then green repurchase intention is stronger.For private feedback,whether relationship strength is strong or weak,impression manage ment motivation inspired by upward and downward comparative feedback is at a lo w level and has no significant difference,which leads to no difference in green repurchase intention.Through the above two studies,this study finds and verifies the mechanism of consumers' green repurchase intention from the perspective of enterprise feedback,which enriches the related research on post-purchase value feedback in the field of green consumption behavior and green marketing.Study 1 defines the key concept of e nterprise feedback in repeated green consumption behavior,post-purchase value feedback,and constructs a theoretical model of post-purchase value feedback affecting green repurchase intention.Meanwhile,study 1 determines the division of social value feedback and functional value feedback and confirms that both types of post-purchase value feedback will enhance green repurchase intention.In addition,study 1 supplements and perfects the research on post-purchase emotions in green repurchase intention,and reveals that warm-glow is the emotional strengthening mechanism in green repeated consumption behavior,and clarifys that feedback timing is an important boundary condition for the mediation effect of warm-glow.Study 2 explores and solves the issue of h ow to design social value feedback in repeated green consumption behavior,and constructs a theoretical model of social value comparative feedback affecting green repurchase intention.Meanwhile,based on social network theory,study 2 anal yzes the reasons why upward and downward comparative feedback have different effects on green repurchase behavior from the perspective of relationship strength.In addition,the mediating role of impression management motivation in green repurchase intention is verified,which supplements and perfects the research on the antecedents of impression management motivation.And further,study 2 determines that feedback context is an important boundary condition for impression management motivation to play a mediating role in green repurchase intention. |
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