Influencing Mechanism Of Consumers’ Participation Intention In The Context Of Automobile Emission Recall

Climate change and global warming are important environmental issues,posing a huge threat to human survival and health.In this context,China has proposed the goals of carbon peaking and carbon neutrality.Automobile emission recall conforms to the requirements of China’s low-carbon economic development,and is also a practical move to implement policies of carbon peaking and carbon neutrality.It is a developing trend to gradually reduce the emissions of automobile air pollutants.Automobile emission recall will play an important role in preventing and controlling air pollution.The successful implementation of automobile emission recalls relies on the cooperation of regulators,enterprises and consumers,among which it is very important for consumers to actively participate in automobile emission recalls.However,automobile emission defects do not directly threaten consumers’ safety,and consumers may lack the motivation to participate in automobile emission recalls.Therefore,it is critical to explore the influencing mechanism of consumers’ intention to participate in automobile emission recalls and guide consumers to actively participate in automobile emission recalls.Automobile emission recall is beneficial to environmental protection.Considering the importance of automobile emission recall to environmental protection,consumers’ participation in automobile emission recalls can be regarded as a pro-environment behavior.From a pro-environmental perspective,this thesis explores the influencing mechanism of consumers’ behavioral intention to participate in automobile emission recalls.Studies pointed out that the pro-environmental behavior is always in a dilemma,that is,the self-interest of consumers and the pro-environmental behavior are often in conflict.Consumers deliberately assess the benefits and costs of their actions before taking action to protect the environment,and the principle of cost-benefit analysis is exemplified in the concept of value.Based on the perspective of perceived value,this thesis analyzes the influencing mechanism of consumers’ intention to participate in automobile emission recalls.Focusing on the conception of perceived value,this thesis proposes the following three sub-studies:On the basis of Value-based adoption model,the first study investigates the effect of perceived value on consumers’ intention to participate in automobile emission recalls,and perceived environmental benefits,perceived personal benefits and perceived personal costs are taken as the antecedent variables of perceived value.In addition,consumer knowledge of automobile emission recalls and personal norms are include in the conceptual model to improve the explanatory power of the extended model.The results of structural equation model analysis show that perceived value,consumer knowledge and personal norms have significant positive effects on consumers’ intention to participate in automobile emission recalls,and the positive effect of perceived value is more obvious than that of consumer knowledge and personal norms.Perceived environmental benefits can significantly improve consumers’ perceived value and activate personal norms,whereas perceived personal benefits have no significant impact on perceived value,and perceived personal costs weaken perceived value.Consumers’ knowledge of automobile emission recalls significantly improves perceived value.The second study combined value theory and risk theory to explore the influences of perceived value and perceived risk on consumer’ behavioral intention to participate in automobile emission recalls,and how their interaction affects consumers’ participation intention.Study 2 will further explore the role of environmental concern and environmental innovativeness on consumers’participation behavior,and analyze the mediating role of perceived value and perceived risk.At the same time,the study will also analyze the influences of regulatory foci as antecedent variables of perceived value and perceived risk.The results of hierarchical regression analyses show that perceived value negatively affects consumers’intention to participate in automobile emission recalls,and perceived risk negatively affects consumers’ participation intention.Perceived risk weakens the positive impact of perceived value on consumers’ participation intention.Perceived value and perceived risk play a partially mediating role between environmental concern and participation intention,and between environmental innovativeness and participation intention.Among the four mediation paths,the mediation effect is more obvious when perceived value is used as the mediator variable.Perceived value mediates between promotion focus and consumers’participation intention,while perceived risk mediates between prevention focus and consumers’ participation intention.Specifically,promotion focus indirectly enhances consumers’ participation intention through perceived value,and prevention focus indirectly weakens through perceived risk.In the third study,the concept of perceived value is extended to multiple dimensions to analyze the effects of utilitarian value,social value,emotional value and environmental value on consumers’intention to participate in automobile emission recalls.On the basis of the attitude-behavior-context theory,information policy is introduced as a contextual factor to explore the direct effect of information policy on consumers’behavioral intention to participate in automobile emission recalls and the moderating effects of information policy on the relationship between four dimensions of perceived value and consumers’ behavioral intention.The results of hierarchical regression analyses show that utilitarian value,emotional value and environmental value can significantly promote consumers’participation intention,and environmental value has the most obvious effect.Information policy not only positively promote consumers’intention to participate in automobile emission recalls,but also strengthen the positive impact of utilitarian value,emotional value and environmental value on consumers’ participation intention.The main theoretical contributions of this thesis are embodied in the following five aspects.First,most studies on product recall investigate the effects of product recalls on firm performances and consumers’ purchase intention from the perspective of product-harm crisis.The literature lacks empirical research on automobile emission recalls and consumers’intention to participate in recalls.This thesis fills the deficiencies of the existing literature,lays an important foundation for future research on automobile emission recalls,and provides a new research horizon.Second,this thesis extends the application scope of the Value-based adoption model from the research on consumers’purchase and adoption behaviors in the field of product and service marketing to the research on consumers’ pro-environmental behavior,and empirically tests its effectiveness.By introducing consumer knowledge and personal norms,rational and moral factors are considered comprehensively,which improves the explanatory effect of the extended model.Third,few studies have examined the mediating mechanism of perceived value and perceived risk between environmental concern,environmental innovativeness,and pro-environmental behavior intentions.This thesis fills the gap in the existing literature and enriches research on the influencing mechanism of pro-environmental traits on pro-environmental behavioral intention.Four,this thesis establishes the relationships among regulatory foci and perceived value and perceived risk,and the mediating effect of perceived value between promotion focus and consumers’pro-environmental behavior intention,as well as the mediating effect of perceived risk between prevention focus and consumers’ pro-environmental behavior intention are verified,enriching the research on regulatory focus theory.Finally,this thesis extends the perceived value to multiple dimensions,focuses on the impact of different dimensions of perceived value on consumers’ participation intentions,and introduces information policy as a moderating variable,deepening the understanding of the boundary conditions of perceived value on consumers’ participation intentions from the perspective of policy context.From a practical perspective,the research conclusions of this thesis provide some management implications for regulatory authorities and recalled enterprises to guide consumers to actively participate in automobile emission recalls.Relevant departments should strengthen the publicity and popularization of automobile emission recalls,enhance the role of information policy,and correctly guide consumers to participate in automobile emission recalls.