The Research On Influence Of Retail Store's Green Product Categories On Consumer Patronage Intentions

Running green products in retail store is not only an irresistible trend, but also has a great influence on the green development of entire supply chain and even the whole economy and society. However,existing researches on green operation are still in its infancy, and the study on the consumers'evaluation of retail store which runs green products is even more lacking. Therefore,exploring the influence of retail store running green products on customer patronage intentions,and comparing the different influence of different green product categories in retail store,are not only beneficial to make up for the inadequacy of existing research, but also provide practice guidance for retail store running green products.Based on the theory of SOR,taking customer-store identification as mediate variable,regulatory focus and perceived price fairness as moderator variable,this research constructs a theoretical model for the influence of the retail store's green product categories on consumer patronage intentions.After this,the research adopts experimental method,and collects data by recruiting students of a comprehensive university in Changsha,including undergraduate,postgraduate and doctoral students.Then,with the help of SPSS21.0,this research uses descriptive statistical analysis, analysis of variance and regression analysis to analyze the data,and tests the influence path of retail store's green product categories on consumer patronage intentions and the regulating effect of regulatory focus and perceived price fairness.The first experiment shows that retail store's green product categories have a significant positive effect on customer patronage intentions though the full mediation effect of the customer-store identification,and the retail store running green durable products has a slightly greater effect on customer-store identification. The second experiment shows that perceived price fairness has a significant moderating effect on the relationship between green product categories and customer-store identification.Regulatory focus moderates the relationship between retail store running green durable products and customer-store identification. While the moderating effect on the relationship of green non-durable products and customer-store identification is not found.