The Influence Of The Centrality Of Green Attributes In Product On Consumer Behavioral Intentions

Green products have promoted the changes of people's consumption concept and life style,making contribution to the sustainable development of the whole society.With the gradual enhancement of consumers' green awareness,they show a great interest in green products,green products will also help to promote the competitiveness of the enterprise,gaining new competitive advantages.Nevertheless a lot of research have found a gap between attitude and behavior in consumers,green products still account for only a small part of the consumer demand.Why didn't green products win public favor?Many scholars have studied for green products from different marketing perspective,but the research carried out from the perspective of product attributes is relatively scarce.For the same product,whether different green attributes will bring different customer perceived value?And whether there is a difference in the customer perceived value between different types of green products?Therefore this paper adopts the experimental method to explore the the influence of the centrality of green attributes in product on consumer perceived value and behavioral intentions,hoping to reveal the awareness of consumers about green products and provide guidance for the design and production of green products to some extent.Based on the theory of attribute centrality,the green attribute of product is divided into two categories:high and low,choose convenience goods and shopping goods as the representative research object and then the data are collected in way of experiment from hunan university,including undergradute,postgradute and doctoral sutdents.With the help of data analysis software SPSS21.0,ANOVA and regression analysis of empirical testing were used to explore the influence of centrality of green attributes on consumer perceived value and behavioral intentions.The main conclusions are as follows:(1)the same product with low centrality of green attributes has higher perceived value.(2)perceived value has a significantly positive impact on purchase intention,willingness to pay a premium and word of mouth.(3)the negative influence of the centrality of green attribute on purchase intention and willingness to pay a premium occurs through the full mediation of perceived value.(4)the research results of representative convenience goods and shopping goods are consistent,which shows a high external validity.These results provide a new idea for the design and production of green products.The research conclusions of this paper has certain theoretical and practical implications,filling the gap of centrality theory research and helping enterprise do better in green design of products,thus enhance the consumer's product experience.