|
|
|
| Research on the Influence Mechanism of the Effect of Centrality of Green Attributes on Consumer Purchase Intention: The Moderating Role of Product Type and the Mediating Effect of Perceived Benefit |
| GONG Siyu1,SHENG Guanghua2 |
| 1.Business School, Nanjing Normal University
2.Business School, Jilin University |
|
|
|
|
Abstract Previous studies have not reached a consistent conclusion about the impact of product green attribute on consumers' purchase intention. This study systematically explores the influence mechanism of green attributes on consumers' purchase intention under the situation of different product types through two setting experiments. The results show that for hedonic products, high centrality of green attributes can enhance consumer purchase intention compared with low centrality of green attributes. For utilitarian products, low centrality of green attributes can enhance consumer purchase intention compared with high centrality of green attributes. Additionally, the positive effect of high centrality of green attributes on consumer purchase intention is mediated by self-expression benefit for hedonic products, whereas the positive effect of low centrality of green attributes on consumer purchase intention is mediated by utilitarian environmental benefit for utilitarian products.
|
|
Received: 08 February 2021
Published: 15 April 2021
|
|
|
|
Corresponding Authors:
GONG Siyu
E-mail: 416335716@qq.com
|
|
|
|
|
|
|
2021, Vol. 41 
浙公网安备 33011802000512号