A Study On The Influencing Factors Of Consumers' Purchase Behavior In Gu Zhang And Maojian Tea From The Perspective Of Green Marketing

With the improvement of Chinese consumption level and people's awareness of environmental protection,green consumption concept has gradually penetrated into people's life,and green marketing based on product environmental protection has become more and more prosperous.Since 2015,the political bureau has put forward the concept of green color,which has promoted the greening of products to a new height.Today,green marketing has an important influence on consumers' consumption awareness and consumption behavior.It is of great significance to study the influence of green marketing on consumer behavior and to improve the green marketing strategy,which is of great significance to the green product brand building and enhancing theinfluence of green marketing.In carding,on the basis of the predecessors' research about green marketing,found that most of the existing research is mainly focused on the definition of green marketing theory,the existing problems of green marketing and the difference between the green marketing and traditional marketing,etc.,for on the impact of green marketing on consumer behavior research is relatively small.With the methods of field research,questionnaire survey,Suggestions for the ancient zhangs maojian tea green marketing influence on consumer behavior,the result shows that the income level of consumers' cognitive level,environmental awareness,green products and green tea products price are the main factors influencing the consumers to buy green products,most consumer is buying more pay attention to the quality problem of the tea tea.In addition,the survey on enterprise green brands also found that consumers are more interested in buying tea products with high brand reputation.It also proposed to improve the quality of tea,control the price of green tea products,expand the sales channels of green tea,establish brand image and improve brand reputation..