The Impact Of Green Brand Image On Intention Of Green Consumption

In recent years,the economy of our country has entered a new normal situation,and the people's standard of material living has being gradually increased.However,ecological problems,resource problems and environmental problems have also gradually emerged meanwhile.The 18 th National Congress of the Communist Party of China made its first blueprint for "promoting green development,recycling development,low-carbon development" and "building a beautiful China" in the report of the 18 th CPC Congress.The 19 th National Congress of the CPC delineated the "green road map" and stock to the concept of “clear water & green mountain equates to development”.Therefore,to advocate the mode of green development and establish the concept of green consumption is the key to solve this problem.Green consumption has also gradually become an important research topic in the marketing field.However,the current research on green consumer behavior mainly focuses on the psychological factors of consumers,and there are few researches on green consumption based on the brand attribute of enterprises.From the point of view of consumers,this paper studies the influence mechanism of brand image on green consumer intentions,which can make up for the deficiency of existing research.This paper constructs the theoretical model of the relationship between brand image,brand trust and green consumer intentions by combing related literatures at home and abroad.It includes three research contents:(1)multidimensional research on brand image;(2)research on the impact of brand image on green consumer intentions;(3)research on intermediary role of brand trust.Through the empirical analysis of the 432 valid questionnaires collected by factor analysis,correlation analysis and multiple linear regression analysis,it is found that:(1)The four dimensions of brand image(product image,corporate image,humanization image and symbol image);(2)The two dimensions of brand trust(brand reliability and brand intention)both show a significant positive impact on green consumer intentions;(3)The brand trust respectively make partial intermediary role on the product image,the humanization image,the symbolic image and the green consumer intentions.However,the brand reliability does not make an intermediary role between the corporate image and the green consumer intentions,but the brand intention plays a complete intermediary role between the corporate image and the green consumer intentions.This study does not only enriches the theoretical framework of brand image and green consumer intentions,but also certainly guides the enterprises in implementing green marketing practice : to pay attention to the long-term construction of corporate brand image,to solidifies the product image with excellent quality and to creates a real and reliable enterprise Image,to enhance the creative humanity image,to create a green symbol image,at the same time,to strengthen the transmission of environmental protection information and the expression of emotional benefits,to narrow the distance between consumers and brands,to promote consumers' recognition of brand reliability and the consumer's transmission to brand intention,for promoting green consumption intentions.