The Empirical Study On The Effect Of Green Attribute Centrality On Consumers’ Green Purchase Intention

All along,environmental problems such as environmental pollution and lack of natural resources have brought certain constraints to social development as well as hindered the improvement of people’s quality of life.As consumers become more environmentally conscious,they tend to buy green products to achieve sustainable development of society for the benefit of future generations.In order to better promote green products,companies need to study consumers’ preferences and decision-making processes.Among them,the design of green attributes for the product itself and consumers’purchase,use and disposal of the product are the most direct and can most influence consumers’ willingness to purchase.The research on the relationship between green attributes of products and consumers’ willingness to purchase green products is an important reference value for understanding consumers’ attitudes and behaviors toward green products,which can provide useful reference for enterprises in the use of marketing strategies and,at the same time,can put forward reasonable opinions on the improvement of the system of green products in China.In this study,by combing related literature,SOR theory is combined with the fine processing possibility model to establish a comprehensive theoretical model,which contains variables such as green attribute centrality,green perceived value,green trust and green purchase intention.A pre-experiment is set up with reference to a mature scale to verify the manipulation validity of the experimental material.In the formal experiment,three contextual studies were conducted and over 600 valid data were collected and analyzed using a large number of empirical methods to verify the relevant research hypotheses and systematically discuss the differences in the effects of two green attribute centrality on purchase intentions for consumers with different environmental concerns.The innovation of this study is twofold:First,it combines the external environment with consumers’ own psychological factors to make it more relevant to consumers’ responses and decisions about the environment.On the other hand,the introduction of green trust factors into the theoretical model of green purchase intention broadens the path of research on increasing consumer purchase intention in the fields of marketing and behavioral science.Through scenario experiments and data analysis,the study concludes that(1)when consumers’ concern for the environment is high,high green attribute centrality is more effective in promoting consumers’ purchase intention than low green attribute centrality,while when consumers’ concern for the environment is low,there is no significant difference in the effect of green attribute centrality on consumers’ purchase intention.(2)Green perceived value plays a mediating role in the effect of green attribute centrality on green purchase intention.(3)Green trust plays a moderating role between green attribute centrality,consumers’ environmental concern and consumers’ green purchase intention.The results show that when consumers’ trust in green products is high,both high and low green attribute centrality enhance the purchase intention of consumers with high environmental concern;while there is no significant change in the purchase intention of consumers with low environmental concern.Based on the results of the empirical analysis,the following marketing insights and policy recommendations are proposed:In developing green product strategies,companies should take into account the level of environmental importance that consumers attach to their products and selectively highlight different central green attributes according to user groups.At the same time,companies should standardize and standardize their production processes and product quality to increase consumers’ trust in their products.In order to create a good marketing environment,the government should increase the cultivation and promotion of a healthy and green social culture,provide corresponding support to enterprises,and strengthen the regulatory aspects such as market access.