Research On The Impact Of Product Attributes On Green Brand Equity Based On Consumers' Perspective

The deterioration of ecological environment has brought about enormous negative effects to human's life."Green consumption","Green brand" and other ideas and actions are highly valued by government,enterprises and consumers in our society.More and more enterprises begin to devote themselves to doing green marketing and to building green brand of which resource saving,environment friendly and ecological civilization are the core contents.However,consumers' cognition and understanding for green product and green brand are insufficient.The value and green features of green product and green brand have not been fully recognized by consumers.Most consumers are not willing to pay a premium for green brand.Green brand equity from consumers' perspective has not yet fully formed.Therefore,this dissertation makes a deep study from consumers' perspective on the impact of product attributes on green brand equity starting from the benefits that the product can bring to consumers.On the basis of the existing domestic and international literature about green brand,product attributes and brand equity,this dissertation analyzes product attributes and green brand equity,and considers that product attributes are including functional attributes,symbolic attributes and experiential attributes and green brand equity from consumers' perspective consists of green brand cognition,green brand perceived quality,green brand loyalty,green brand association and green perceived value.Based on these,this dissertation puts forward the conceptual model of the impact of product attributes on green brand equity and the corresponding research hypotheses from consumers' perspective.Secondly,this dissertation collects the data for this research through the questionnaires.Then,this dissertation uses SPSS21.0,AMOS20.0 to do descriptive statistical analysis,reliability analysis,validity analysis(exploratory factor analysis and confirmatory factor analysis),correlation analysis and structural equation modeling analysis for the sample data obtained through the questionnaires to verify the hypotheses.Through the results of the data analysis,we obtain the research conclusions of this dissertation.The research conclusions of this dissertation are that functional attributes and experiential attributes of the product have significant positive effects on green brand cognition dimension of green brand equity,but symbolic attributes don't have significant effects on green brand cognition.Among these,functional attributes have stronger positive effects on green brand cognition than experiential attributes.Functional attributes,symbolic attributes and experiential attributes all have significant positive effects on green brand perceived quality dimension of green brand equity.Among these,functional attributes' effects on green brand perceived quality are stronger than experiential attributes' and symbolic attributes'.For green brand association dimension of green brand equity,symbolic attributes have the most significant positive effects on it,then are experiential attributes and functional attributes.Functional attributes,symbolic attributes and experiential attributes all have significant positive effects on green brand loyalty dimension and green perceived value dimension of green brand equity.For the two dimensions,experiential attributes have the most significant positive effects on them,then are functional attributes and symbolic attributes.The end of this dissertation are the marketing suggestions,the research limitations and the research prospects in the future.