The Research On The Relationship Among Consumer Innovativeness And Customer Green Perceived Value And Green Consumption Intention

Facing the increasingly serious environment pollution and the food safetyproblem, the pursuit of advocate natural, health, safety and environment friendly hasbecome the most sensible choice. Green consumption behavior, as a new way of lifeand consumption is more and more vigorously promote and push. Green consumptionbehavior is not only beneficial to the human survival and health, but also moreconducive to the sustainable development of society, so it is very important toadvocate green consumption. Consumer intentions is an important explanatoryvariables of consumer behavior, consumers’ green consumption intention helps tounderstand its mechanism for the formation of green consumer behavior better.Therefore, in order to further research on green consumption intention, this articleobtains from the influence factors of green consumption intention, and we jump out ofthe predecessors’ research model, taking the consumer innovation as a new researchperspective and using quantitative method to research the mechanism about the greenconsumption intention. We collected data by questionnaires, and we totally gained560effective questionnaires from28provinces in the end. Descriptive, reliability andvalidity analysis and model analysis had been done by using SPSS21.0andAMOS17.0.The analysis results show that consumers innovative intention for greenconsumption has a positive influence, the stronger the consumers innovative, the morecustomer perceived green value, in addition, customer green perceived value has apositive influence on green consumption intention, customer green perceived value onconsumers innovative intention plays an intermediary role, on the other hand,environment knowledge plays an important role in the moderation of consumerinnovativeness and customer green perceived value. All at the same time, the modelhas been passed the test of reliability and validity, and the result is good. The above conclusions can provide considerable references for enterprise for green marketing.On the basis of meeting the demands of consumers, green environmental protectionelements and innovative elements can be added to the products, and at last making theenterprises’ green marketing more successful.