The Research Of Consumer Perception And Evaluation In Response To Corporate Environmental Behavior

In the current background of government and the community urging the economic development by mainly relying on investment&export to rely on the low-carbon development of the "troika", the strategy of expanding domestic demand, the gradual improvement of the social security system and growing income of residents will encourage the rise of the power consumption. The enhancement of consumer rights consciousness and the construction of society with rule of law allow consumers to play a more and more important role in the enterprise survival, market trends and the process of economic development. The problem of environmental pollution is becoming more and more serious and environmental protection action becomes more and more urgent, making the consumers' expectations, requirement and behavioral responses play a more and more important role in guiding the enterprise to environmental responsibility. In the existing enterprise environmental behavior of the relevant literature, few literature specialized in study consumers behavior, and how consumers‘ behavior is influenced by the extent of the impact of corporate environmental behavior. Most of the research is established in the western developed countries' enterprises practice of qualitative discussion, as well as less part of the verification of quantitative research, few in view of the characteristics of China's basic national conditions and development stage of enterprises environmental behavior study, also few based on consumers or market demand perspective of empirical research in corporate environmental responsibility. The existing research about the mutual relationship between corporate social responsibility bear and stakeholder behavior response tends to regard corporate social responsibility as single dimension,and lack of research on the different dimension of social responsibility.Based on the customer perception, using methods of literature research, questionnaire survey and statistical analysis, with AMOS21.0, this paper adopted confirmatory factor analysis, structural equation model to analyze the obtained data. The research results mainly includes two aspects: one is by explore factor analysis and confirmatory factor analysis, this paper first tries to classify the affected factors that affecting consumer corporate environmental behavior response, subdivided as consumers risk and quality perceived, perceived value, perceived motivation, and tries to explore the impact of these factors on consumer behavior; the other is the "enterprise environment behavior level, consumer perception, consumer evaluation and active response, enterprises and government behavior of passive response" pressure conduction mechanism and research path.