Research On The Influence Of Corporate Environment Responsibility On Consumer Purchase Intention In Rael Estate Enterprise

The extensive development at the expense of environmental aggravation of realestate enterprises can not meet the needs to the development of times as theenvironmental regulation by ccountry, the rising of international green barriers andawakening of consumer environmental consciousness. The real estate enterprises needto establish sustainable development strategy and reform among green wave. The realestate industry as the pillar of the national economic has the responsibility forenvironment, but taking responsibility means corporate cost increase. So it is obviousthat besides corporates’s own efforts,the stakeholders will be another strong drive toenhance CER of real estate enterprise level.Consumer is one of the most importantstakeholders whose attitude and evaluation towards corporate environmentalresponsibility(CER) will influence corporates’s initiative to take the environmentalresponsibility. This article takes the environmental responsibility of real estateenterprise as research object to study how CER influence the consumer purchaseintention.This paper combines Life cycle assessmen（tLCA）with consumer utility theory todivide CER into three dimensions: consumer direct utility, consumer indirect utilityand corporate sustainable development.On that basis, this paper analyse how (CER)and every dimension influence consumer purchase intention. From consumer’spsychological perception, this paper takes Corporate Reputation and ConsumerCorporate Identification as mediators and follows the logical way of “CER-CorporateReputation-Consumer Purchase Intention, CER-Consumer CorporateIdentification-Consumer Purchase Intention”, analyzes the influence of CER onconsumer purchase intention.Finally the implication for management practices isdiscussed according to the conclusions.This paper takes the theory of reasoned action to evaluate Corporate Reputation,Consumer Corporate Identification and CER will influence Consumer PurchaseIntention through attitude and subjective norm. And the paper find thay the componentof Corporate Reputation and Consumer corporate Identification all include corporatesocial responsibility through the literature research. So this paper thinks CERinfluences Corporate Reputation and Consumer corporate Identification. This paper draw the main conclusion with the basic theories and methods ofconsumer psychology, marketing and social statistics in theory and demonstration asfollows：1. CER has significant positive influence on Corporate Reputation. Consumerdirect utility, corporate sustainable development and consumer indirect utility havepositive influence on Corporate Reputation, the influence becomes weaker.2. CER has significant positive influence on Consumer Corporate Identification.Consumer direct utility, corporate sustainable development and consumer indirectutility have positive influence on Consumer Corporate Identification, the influencebecomes weaker.3. CER has significant positive influence on Consumer Purchase Intention.Consumer direct utility, onsumer indirect utility and corporate sustainable developmenthave positive influence on Consumer Purchase Intention, the influence becomesweaker.4. Corporate Reputation and Consumer Corporate Identification have significantpositive influence on Consumer Purchase Intention.5. Corporate Reputation and Consumer Corporate Identification all serve asmediators in CER and Consumer Purchase Intention.6. The influence of different consumer background is different for CER supportand paying a premium.