Research On The Influence Of Perceived Risk On Consumers' Purchase Intention Of Green Products

Since the reform and opening up, the development of China's economy is leaping, but it also bring some ecological environment deterioration and the negative impact of ecological environment deterioration to people's life are continuous highlighted. Government, companies and consumers are beginning to realize the importance of achieving sustainable development under the pressure of environmental damage. And an important step towards sustainable development is to promote national “green consumption”. In recent years, domestic consumers are starting to perceive and recognize the unique value of green products and the desire for green consumption has become even more intense. But compared to the developed countries, China's national green consumption is still at a low level and the development of green products market is also very slow. So finding out the reason for the low level of green consumption is particularly urgent.This paper is based on the study of individual consumer behavior and perceived risk, combined with the actual situation of China's green consumption to identify the important factors that affect China's consumer purchasing intention of green products. Determine the perceived risk whether affect consumer purchasing intention of green products or not, whether the influence on purchasing intention from different dimensions of perceived risk is same or not, and whether there is any different influence on perceived risk and purchasing intention from the demography characteristics. In response to these issues, this study firstly attempts to explore trust and involvement degree as antecedent variables which have impacts on consumers' perceived risk and divide the consumers' perceived risk into time risk, financial risk, social risk, green risk, physical risk and function risk, building a theoretical model that the perceived risk affects consumer purchasing intention of green products and put forward corresponding hypotheses. Secondly, we issued the questionnaires about green appliances to consumers, did statistical analysis, factor analysis, correlation analysis and regression analysis, and tested the hypotheses of the questionnaires. The results show that perceived risk and its dimensions have significant negative effects on consumer purchasing intention of green products and the financial risk has the largest impact on consumer purchasing intention of green products. Consumer's trust has significant positive effects on consumer purchasing intention of green products and it has significant negative effects on all dimensions of perceived risk except the time risk. Consumer's involvement degree has significant positive effects on consumer purchasing intention of green products and it has significant negative effects on all dimensions of perceived risk. Gender variable has no significantly different impact on perceived risk, but education variable has significantly different impact on it. Age variable, occupational variable and income variable have significantly different impact on a part of dimensions of perceived risk. A part of demographic characteristics have significantly different impact on purchasing intention and involvement degree. Demographic characteristics have no significantly different impact on consumer trust. Lastly, we offer some suggestions based on above conclusions for domestic companies to do green marketing under the low-carbon economy and point out the weaknesses and prospects of this research.