Research On Effect Of Initially Purchasing Product Type On Repurchase Intention Of The Green Products

In recent years,people have begun to note that non-environmental lifestyles and habits will have bad effect on the environment.Thus individuals,enterprises and governments are now increasingly paying attention to green problems.For individuals,they want to show concerns about the environment by consuming and purchasing the green products and prefer to learn more about concepts of the environment.For governments,they set related laws and regulations to lead low-carbon lives and call on energy saving and waste emission reduction.They require companies to produce products with green certifications and low pollution.For companies,they begin to take social responsibility and adopt diversified green marketing strategies to attract consumers.Therefore,green products become more and more important in daily lives.This paper studies the green products repurchase intention.Based on the moral licensing theory,we set the initially purchasing product type as the dependent variable and test the difference in the green products repurchase intention between initially purchasing green product and non-green product.Based on the impression management motivation,different impression management motivation has differences on the green products repurchase intention.Thus,we study the effect of impression management motivation on the difference in the green products repurchase intention when initially purchasing green product and non-green product.Moreover,self-consistency theory shows that impression management motivation is stimulated by the emotional appeal ads,which will match the product image with consumers' expected images.Thus,we introduce the ad appeal type into the framework as a two order moderating variable.This paper takes the experimental methods to study the difference in the green products repurchase intention between initially purchasing green product and initially purchasing non-green product.Additionally,test the moderating effect of the impression management motivation and the moderating effect on the moderating effect of the impression management motivation.SPSS is used to analyze data after collected.Finally,we examine the referred framework and hypotheses.According to the results,there are differences between initially purchasing green product and non-green product.Compared with initially purchasing non-green product,initially purchasing green product has lower green products repurchase intention.Moreover,the impression management motivation moderates the difference in the green products repurchase intention between initially purchasing green product and non-green product.Under the condition of initially purchasing green product,compared to low impression management motivation,the green products repurchase intention is significantly higher when consumers are with high impression management motivation.Compared to high impression management motivation,the differences in the green products repurchase intention are significantly higher when consumers are with low impression management motivation between initially purchasing green product and non-green product.Additionally,the advertising appeal type moderates the moderating effect of impression management motivation on the difference in the green products repurchase intention when initially purchasing difference product type.If exerting the emotional appeal advertisement,the impression management motivation significantly moderates the difference in the green products repurchase intention when initially purchasing different product type.Under the emotional appeal advertisement condition,if initially purchasing green product,compared with low motivation,the green products repurchase intention will be significantly higher when with high motivation.Under the emotional appeal advertisement condition,compared to consumers with high impression management motivation,the difference in the green products repurchase intention will significantly become higher when consumers are with low impression management motivation after initially purchasing different product type.