The Influence And Mechanism Of Firm's Goal Progress Information On Environment-friendly Products' Repurchase Intention

Response national green development policies,actively develop environmentally friendly products become the inevitable way for the enterprises to cope with green industry transition,but the actual performance of environmentally friendly products in the marketing practice is not good,most environmentally friendly products are not sold well.Compared with other ordinary products,the price of environmentally friendly products may be much higher,and the effectiveness of green consumption is not obvious,environmentally friendly behavior is a type of green consumer behavior,marketing practice shows that most green consumers only buy environmentally friendly products once.However,previous literature on green consumption focused on improving the short-term performance of the first purchase,almost lack of focusing on the repurchase of environmentally friendly products,but there are essential differences between repeat purchase and first purchase of environmentally friendly products,environmentally friendly products are more prominent altruism.In addition,green consumption is a kind of pro-social behavior,consumers in green consumption will face the dilemma of long-term interests of society and their own short-term interests.Consumers only make continual endeavors in order to achieve pro-social goals.According to the goal theory,goal progress information will promote goal-consistent behavior to reach the goal by influencing the motivation of the pursuit of goals.In fact,the short-term performance of the first purchase is like goal progress in the pursuit of green consumption goals,and consumers' repeat purchase intention is equivalent to the pursuit of promoting goal-consistent behavior.Goal progress information in green consumption are closely linked to repeat purchase.Therefore,this research takes the environmentally friendly products as the objects of this study,research on goal progress information have effects on consumers' repurchase intention of environmentally friendly products.In this paper,two studies researched on the effects of goal progress information on the repurchase intention of environmental friendly products.Study one based on the theories of goal progress and construal level with the perspective of social connectedness,researched on the effect of goal progress information on the repurchase intention and its mechanism.Results showed that the interaction between the social connectedness and goal progress information significantly affects the consumer's repeat purchase intention of environmentally friendly products.It also shows that in the context of high social connectedness,compared to the to-date frame goal progress information,to-go frame goal progress information have positive effects on consumers' repurchase of environmentally friendly products;but in the context of low social connectedness,both the to-date frame goal progress information,and to-go frame goal progress information do not have significant effects on consumers'repurchase intention of environmentally friendly products.Moreover,perceived goal distance was found to mediate the impact of goal progress information on repurchase intention for environmentally friendly products with high social connectedness.Study two based on the theories of goal progress and construal level,and with the perspective of future self connectedness,researched on the effect of goal progress information on the repurchase intention and its mechanism.The results showed that the interaction between the future self connectedness and goal progress information significantly affects the consumer's repeat purchase intention of environmentally friendly products.It also shows that in the context of high future self connectedness,compared to the to-go frame goal progress information,to-date frame goal progress information have positive effects on consumers' repurchase of environmentally friendly products;but in the context of low social connectedness,both the to-date frame goal progress information,and to-go frame goal progress information do not have significant effects on consumers' repurchase intention of environmentally friendly products.Moreover,perceived goal distance was found to mediate the impact of goal progress information on repurchase intention for environmentally friendly products with high future self connectedness.This dissertation consists of five major parts:introduction,literature review and relevant theory,study one and its empirical study,study two and its empirical study and overall discussion.The first chapter is the introduction part which mainly introduces the research question,research objective and significance,research innovation points,frameworks and methods.The literature reviews in chapter two retrospect about green consumption,environmentally friendly products,repurchase intention,this part help us to find theoretical gap.The third chapter review the theories about framing effects,dynamics of self-regulation,goal progress,psychological connectedness,and construal level theory in order to support this dissertation framework.Chapter four are theory building and empirical part of research one.Two empirical study has been done to test theoretical hypotheses of research one.And chapter five are also theory building within another research perspective and empirical part of research two.Two empirical studies have been done to test theoretical hypotheses of research two.The last chapter is the general discussion part,in which we conclude with a summary,a discussion of our research's implications for marketing theory and practice,and some limitations and opportunities for future research.