The Research On Influence Of Retail Store's Green Practices On Customer Citizenship Behavior

Implementing green practices is an irresistible trend, it not only has a great influence on the green development of society, but also significantly affects the retail stores' competitiveness. However, existing research on retail store's green practices is still in its infancy, and the study on the relationship between the retail store's green practices and customer citizenship behavior is even more lacking. Customer citizenship behavior, which benefit enterprise management and development, is of great significance to the short-term and long-term interests of enterprise. Therefore,studying on the relationship between retail store's green practices and customer citizenship behavior can help retail stores get more interests by implementing green practices. Given this, this research adopt empirical research method to study the influence of retail store's green practices on customer citizenship behavior, so as to make up the shortcoming of current research to some extent, as well as provide guidance for future retail store's green practice.According to existing studies, this paper divides the retail store's green practices into three types, which are green practices toward supplier, green practices toward retail store and green practices toward customer. And then, on the basis of pro-social behavior theory, social identity theory and elaboration likelihood model, this research constructs the theoretical model for the influence of three types of retail store's green practices on customer citizenship behavior. In this theoretical model, customer-store identification is treated as mediating variable, and customer self-enhancement is treated as moderating variable. After this, the research collects a large amount of experimental data by using context experimental method. Then, with the help of SPSS16.0, this research uses descriptive statistical analysis, analysis of variance and regression analysis to test the theoretical model based on the experimental data.The results show that the three types retail store's green practices significantly affect customer citizenship behavior through the direct path and the indirect path mediated by the customer-store identification, namely customer-store identification is a partial mediator between the relationship of the three types retail store's green practices and customer citizenship behavior. And the results also indicate that the customer self-enhancement positively moderates the relationship between the three types retail store's green practices and customer-store identification, as well as the relationship between the three types retail store's green practices and customercitizenship behavior. In addition, by comparing the impact of retail store's green practices on customer citizenship behavior in the three types of retail store's green practices, this paper reveals that the impact of different types of retail store's green practices on customer citizenship behavior has no significant difference.