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| The Effect of External Cues on the Consumer's Purchase Intention for Green Brands:The Moderating Role of Cognitive Style |
| ZHANG Qiyao,SUN Xixiang,CAI Linghui |
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Abstract Based on the S-O-R model, with the self-consistency as the mediate variable, and the cognitive style as the moderate variable, this paper constructs a theoretical model for the effect of the external cues on consumer green brand purchase intention. The model was supported by analyzing the data collected from 550 consumers. The results are as follows: external cues have a positive effect on the self-consistency, and creative cognitive style positively moderates the relationship of them; self-consistency which has a positive effect on the consumer's purchase intention for green brands plays a mediating role between external cues and purchase intention; creative cognitive style negatively moderates the mediating role of ideal self-consistency between external cues and the consumer's purchase intention for green brands.
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Received: 28 June 2016
Published: 15 November 2016
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| Fund:National Nature Science Foundation of China：The study of dynamic transformation of knowledge evolution on strategic entrepreneurship |
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Corresponding Authors:
ZHANG Qiyao
E-mail: imutzqy@163.com
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2016, Vol. 
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