Research On The Influence Corporate Environment Responsibility Made On Consumer Behavior Intention In Household Appliance Industry

Corporate environmental responsibility (CER) becomes a hot issue as there are more consumers focusing on environmental friendly products, which promotes enterprises to perform the environmental responsibility. This article takes household appliance industry enterprises which have great influence by environmental responsibility as research object to study how CER influence the consumer behavior intention.This paper expounds the CER theory with the characteristics of household appliance industry, make CER into four dimensions performance-green product management, clean production, pollution control, sustainable development, through the consumer behavior intention theoretical research, we divide it into five dimensions: loyalty, transform behavior, pay mention quantity, internal response, external reaction, then make analysis on how CER influencing the consumer behavior intention. Then put forward corresponding hypotheses, construct the theoretical model. Design the questionnaire according to the theoretical model; analyze the model validation with SPSS16.0. Based on the characteristics of household appliance industry, feasible suggestions are given.This paper expounds the mechanism of the consumer behavioral intention with the basic theories and methods of marketing, environment, analyses the different consumers behavioral intention .This study not only provides a new perspective for the theory of consumer behavior intention, but also provides certain theoretical guidance and development strategy for promoting household appliance industry to perform CER.