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| The Research on Effect of Retail Store's Green Product Categories on Consumer Patronage Intentions |
| HE Aizhong,LI Xifeng |
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Abstract Based on the SOR theory, by taking regulatory focus and perceived price fairness as moderating variables, a theoretical model for the effect of the retail store's green product categories on consumer patronage intentions is constructed in this paper and is verified by empirical tests through the experiment method. The first experiment shows that retail store's green product categories have a significant positive effect on customer patronage intentions though the full mediation effect of the customer-store identification, and the retail store running green durable products have a slightly greater effect on customer-store identification. The second experiment shows that perceived price fairness has a significant moderating effect on the relationship between green product categories and customer-store identification. Regulatory focus has a significant moderating effect on the relationship between retail store running green durable products and customer-store identification. While the moderating effect on the relationship of green non-durable products and customer-store identification is not found.
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Received: 20 October 2015
Published: 15 February 2016
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Corresponding Authors:
HE Aizhong
E-mail: haz6526@163.com
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2016, Vol. 
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