The Impact Of Green Certification Mark And Product Attribute Information On Green Purchase Intention

With the continuous development of society,the conflicts between economic growth and resources and environmental protection are even severer.In order to promote economic transformation and sustainable development,it is necessary to develop green consumption.The development of green consumption can not only realize economic development,but also to achieve environmental protection and reduce the waste of resources.However,the current green consumption in China is still in the initial stage of development and it is limited by a number of factors as well.This is mainly due to the serious information asymmetry in the market of green products and the communication between manufacturers and consumers is not smooth.It also causes the incorrect perception for green products and green consumption to the consumer that it has too much risk to take.In this case,consumer want to reduce the purchase risk and make a theoretical purchase decision,they must use the product information clues.Therefore product information clues become a key factor affecting consumer green purchasing intentions.However,there are few studies on the influence of the product information on consumers’ green purchase intention.The existing research cannot provide a solution idea to solve these problems of the development of green consumption.This study reviewed the relevant literature,and took the theory of clue utilization and consumer purchase decision as the theoretical basis,and a conceptual model was developed.In the model,green certification mark and product attribute information were the independent variables,among which the first was extrinsic cue and the second was intrinsic cue.Green purchase intention was dependent variables,and product involvement was moderating variable.A 2 × 2 × 2 inter-group experimental was used to collect data,and the data was analyzed by using SPSS21.0 software to test the model and hypothesis.The results show that green certification information and product attributeinformation have a significant positive impact on consumers’ green purchase intention.The product involvement has a significant moderating effect on the relationship between product information and green purchase intention.When the product involvement is low,the external information green certification mark can stimulate consumers’ green purchase intention more;when the product involvement is high,the product attribute information is more likely to stimulate consumers’ green purchase intention.This study explores the impact of green product information on green purchase intention from both internal and external perspectives,and compared the differences between different combinations of information on the green purchase intention.This study also introduced the product involvement as a moderator variable,and further explores the influence mechanism of green product information on consumers’ green purchase intention.This study detailed the research on the effects of green product information on customer purchase intention,and the results of this research have a certain guiding significance for enterprises to carry out green product marketing.