The Empirical Research On The Influence Of Green Food Mark And Argument Strength On Brand Trust Of Green Food

With the improvement of living standard and being worried about food safety,consumers need more and more green food. However, at present, Chinese consumers have low trust in green food, to some extent inhibited the consumption. So researching how to improve consumers' brand trust to green food enterprise has theoretical and practical significance. Based on the Elaboration Likelihood Model and signal theory, we build a model to explore the interaction effect of argument strength, green food mark and need for cognition on promoting green food brand trust.We hope this paper will provide some valuable and feasible suggestion for green food enterprises to make more targeted marketing strategies.Based on this background, taking the virtual brand Lv Yuan Strawberry as an example, this paper carried out an empirical research in the experimental method.This paper took the college students as the research objects. In the first experiment, a between subjects design was used to analyze the main effect of argument strength(high or low) and green food mark(present or absent) on the brand trust. In the second experiment, we used a between subjects design to analyze the brand trust in different types of argument strength, green food mark and need for cognition, which meant this was a 2~*2~*2 factorial experiment: 2(argument strength: high or low) ~*2(green food mark: present or absent) ~*2(need for cognition: high or low).The empirical study showed that: argument strength and green food mark have positive effect on brand competence trust and benevolence trust. As to brand competence trust, People who need for high cognition pay more attention to the argument strength. When argument strength is strong, the green food mark has little effect on brand competence trust. When people need for low cognition, green food mark has a positive effect on brand competence trust under strong argument strength.It shows that argument strength also work under low cognitive elaboration. As to brand benevolence trust, need for cognition does not moderate the effect of argument strength and green food mark on it. Finally, according to the conclusion of this paper,we put forward some management countermeasures and suggestions.