Research On Mechanism Of Perceived Risk Influences Consumer’s Green Product Purchase Intention

The current environment pollution problem is increasingly serious,personal consumption habit is closely related to the natural environment conditions.Development cannot go on without consumption,and the sustainable development cannot go on without green consumption,the government vigorously advocate green consumption behavior,in this social background,many enterprises begin to transform to green enterprises,offering more green products to market.However,some retailers pass off the sham as the genuine in green product market in China,the price of green product is often higher than the common product.Besides,consumers lack understanding of green products and have relatively low identification degree for green product,so consumers have perceived risk in purchasing green product.Existing research shows that,when consumers purchase product,perceived profits and perceived risk will exist simultaneously,comparing to increase perceived profits,consumers tend to reduce perceived risk.As an important psychological variable,perceived risk is introduced to the green consumption research in this paper.Based on the perceived risk theory,the paper adopted literature research and questionnaire method to explore the influence of six perceived risks on consumer’s green trust,including social risk,financial risk,functional risk,psychological risk,physical risk and time risk,and how green trust take effect on green product purchase intention.Based on this theory,this paper established structural equation model,discussed the moderation effect of product type,and compared the differences between green home appliance and green food in perceived risk.The study adopted SPSS 19.0 and AMOS21.0 software to statistically analyze collected questionnaire data.Results showed that perceived risk had a negative effect on green trust,green trust had a positive effect on green product purchase intention,and product type had a partial moderation effect between perceived risk and green trust.It had significant moderation effect on social risk and psychological risk,specially,compared with purchasing green food,social risk had more significant negative effect on green trust when consumers purchased green home appliances,compared with purchasing green home appliances,psychological risk had more significant negative effect on green trust when consumers purchased green home appliances,however,it didn’t have significant moderation effect on financial risk,functional risk,physical risk and time risk.Research conclusion of this paper is enlightening for the government to guide green consumption and enterprises to develop marketing plans,reduce the perceived risk of consumers,gain consumer trust,so as to promote sales of green products.According to green home applicances and green food have different effects on green trust on social risk and psychological risk,merchants can also be targeted to take differentiated marketing strategies.