The Study Of The Effect Of Firms' Eco-innovation On The Brand Attitude

A series of environmental problems such as climate warming, resources shortage,water pollution and air pollution are more and more seriously. Global industrialization and informatization have brought rapid economic growth, at the same time, all kinds of pain from the human's physical and mental diseases and pressure have increased. In order to improve the vitality of the human and the realization of the happy life for longevity and health, Humans are urgent to call the ecological innovation. As everyone cheered up for the advent of ecological innovation products, eco-innovation has been found to need to go a long way. The government's policy support is not a long-term solution, eco-innovation of market-oriented enterprises also needs the drive of the inner interests. In view of this, from the perspective of the market, this study analyzes the influence of interaction of firms' eco-innovation and marketing strategy on consumers' brand attitude under the background of eco-innovation and marketing theory, and a deeper analysis for the border effect about attribute differences and the life cycle of eco-innovation.Based on the proposed theoretical framework, this study designed two double-factor and two three-factor experiments to verify the hypothesis. Experiment 1and experiment 3 explored why the high eco-innovative firms are franchised to have the rights to adopt anti-convention strategy and the low eco-innovative firms are not, and demonstrated the attribute innovation would eventually lead to the perception of the level of brand innovation. Experiment 2 and 4 explored the attribute differences and the life cycle of eco-innovation whether would affect the interaction effect as the existence of boundary effect.The results showed that the higher eco-innovative, the more favorable that the consumers award the firms, and the high eco-innovative firms are franchised to have the advantage to adopt anti-convention strategy without punishment.Also, this study verify the differentiation of competitive strategy and focus on the“circulation” stage in the eco-innovation's life cycle were beneficial to the firms. In addition, this study not only broadened the significance of research for the theory of eco-innovation and marketing, but also could help firms to understand the practical benefits brought by the eco-innovation for providing impetus for firms engaged in the eco-innovation. What's more, this study supported the policy makers gain an insight into the consumers' need in order to make the maximum benefits for environment in various methods.