Research On The Impact Of Green Product Marketing Perception Elements On Green Consumption Behavior

In recent years,China has made great achievements in economic construction,but at the same time,environmental pollution and excessive consumption of resources are also frequent.In order to make coordinated development of social economy and ecological civilization,consumers should change their consumption concept and practice green consumption behavior.In real life,there are different attitudes and behaviors when consumers engage in green consumption.Compared with ordinary products,green products have distinct product characteristics,such as higher product prices,unique environmental value and less purchase channels.Under the comprehensive influence of the characteristics of these products,the consumer is not a simple attitude("love" or "disgust")to the green product,and more is a dual ambivalent attitude,which affects its purchase behavior.Attitude is a personality characteristic that is influenced by the cultural background of the crowd.It guides the mediocre thinking of the people to deal with the conflict problem or helps the consumers to deal with the ambivalent attitude.Therefore,based on the "S-O-R" purchase model,this paper uses green product marketing perception factors as independent variables,ambivalent attitudes as intermediary variables and green consumption behavior as the dependent variables to construct research models.Among them,after the factor analysis,the green product marketing perception elements are divided into four dimensions: price and quantity perception,value perception,easy sex awareness and information perception.In addition,this study also introduced moderation thinking as moderator to explore its moderating role in the relationship between perceived factors and ambivalent attitudes in green product marketing.A total of 376 valid questionnaires were collected by Internet survey.The reliability and validity of the questionnaire were tested by SPSS22.0 and AMOS23.0.On this basis,we use SPSS22.0 to analyze the relationship between variables and verify moderating effects and mediating effects.Finally,according to the hypothesis,we put forward some strategic suggestions for enterprise marketing.The results show that the price and quantity perception dimension of green product marketing perception factors have a significant positive impact on consumer attitudes,that is,consumers are willing to pay higher prices for green products and the more choice of green products are available,the more consumers tend to create ambivalent attitudes,and the sense of value in green product marketing perception elements Knowledge,easy sex awareness and information perception dimension significantly negatively affect ambivalent attitudes,that is,the higher the perceived value of the green product,the susceptibility to the green product,and the lower the information perception evaluation,the higher the ambivalent attitude.The relationship between moderating value perception and ambivalent attitude,as well as the perceived and ambivalent attitudes of easy sex,that is,the higher the mean thought,the weaker the value perception and the ambivalent attitude and the negative attitude of susceptibility to the susceptibility and ambivalence,and the mediating effect of the ambivalent attitude between the susceptibility and the green consumption behavior;Therefore,in order to promote the consumer to buy green products,first of all,enterprises need to improve the value perception of green products,and to promote the environmental value of green products.Secondly,enterprises need to transfer the information of green products to consumers simply and effectively,and improve the authority of green product certification;finally,Enterprises can use the marketing strategy of starting the consumer's golden mean to reduce the contradictory attitude of consumers in the process of purchasing green products,thus promoting green consumption.