The Research Of Green Car Purchasing Behavior Based On Government Incentives

In recent years, concerns over global warming, energy security and environmental degradation has led various countries to introduce incentives encouraging customers to take green consumption and protect environment. In2010, our government launched a project named "energy-saving products Waste Management Project". Moreover, government offered some measures such as Green Tax, Green Purchasing. Never a unified conclusion about the utility of these measures. The research on purchasing mechanism of green car is important for decision-making. So it becomes an emphasis in the field of green consumption.At present, there are few researches about green car. Some researches focus the influence of product attributes on consumer behavior. Basing on the theory of green consumption, this paper discussed the influence of environmental awareness, product cognizing, product value and politics of subsidies on purchasing motive. Moreover, as a moderator variable, this paper discussed the moderating effect of politics of subsidies. Finally, this paper analyzed the effect of demographic variable such as gender, age, marital status and income on consumer behavior.Firstly, this paper tested the reliability and validity of the questionnaire data using SPSS16.0, then built a structural equation model and verified the hypothesis using AMOS17.0. The empirical results showed that environmental awareness has no significant impact on purchasing motive. Purchasing motive has significant impact on willingness to buy. The impact of politics of subsidies on purchasing motive is greatest, product value is greater, and product cognizing is great. There is moderating effect of politics of subsidies among product cognizing, product value and purchasing motive. The effect of demographic variable such as gender, age, marital status and income on consumer behavior is significant.The conclusion may be helpful for decision-making of government and companies. Effective incentive measures could cause the purchasing motive. The supervisal is necessary to ensure the implement of incentive measures. Cultivating the environmental awareness of individual and companies is helpful for popularizing the green car. For companies, improving the product value and strengthening the propaganda of green car, then improving the consumer’s product cognizing is very important for enterprise marketing.