The Influence Of Green Brand Image Of Foreign Enterprises On Brand Trust And Purchase Intention Of Chinese Consumers

With the deepening of China’s openness to the outside world,many foreign enterprises have come to China to seek development,promote China’s economic development but also bring environmental problems,and in the context of "carbon peak,carbon neutral",Chinese consumers have begun to pay attention to environmental protection issues,green products have been favored by more Chinese consumers.However,facing the development of green brand diversification of foreign enterprises,consumers are not always able to make a positive response.Therefore,for foreign brands operating in China,how to establish a green brand image is a realistic proposition to win the brand trust and purchase intention of Chinese consumers.However,existing studies mainly focus on the psychological factors that promote green consumption behavior,and few studies start from the brand level to explore its importance in corporate green development strategy.Based on this,this paper takes Chinese consumers as the research object,constructs a research model on the influence of foreign enterprises’ green brand image on Chinese consumers’ brand trust and purchase intention,obtains data through questionnaire survey and makes empirical analysis.The results show that the green product image,green service image,green symbol image and green user image of foreign enterprises’ green brand image have a significant positive impact on Chinese consumers’ brand trust and purchase intention.At the same time,the degree of green involvement has a positive moderating effect on the above relationship,among which the positive moderating effect of green product image on Chinese consumers’ brand trust is the most obvious.This paper reveals the influence mechanism of foreign enterprises’ green brand image on Chinese consumers’ brand trust and purchase intention,which provides a theoretical basis for foreign enterprises to promote Chinese consumers’ purchase intention.At the same time,it provides meaningful reference for foreign enterprises in China to implement brand strategy.