The Impact Of Social Status,Product Type And Price On Purchasing Intention

The purchase of environmentally friendly products has always been regarded as a typical altruistic behavior,but environmentally friendly products do not have an advantage in terms of appearance and cost performance.Is everyone willing to express altruism through this purchase? Is there a difference in the willingness to purchase environmentally friendly products among people with different social status? The study answered these questions through two experiments.Before the formal experiment,the subjective assessment method is used to prove that the product can be divided into environmental protection products and non-environmental protection products through text slogans.The purpose of Experiment 1 is to verify whether social status will affect the purchase intention of environmentally friendly products.What kind of situation will the impact show? Experiment 2 further explores whether different product types and prices will affect the willingness to purchase environmentally friendly products.The results of Experiment 1 suggest that under the scenario initiation method,the high social status group is more willing to purchase environmentally friendly products than the non-environmental products,but the control group does not show this purchase difference;the results of Experiment 2 show that the high social status group is environmentally friendly and non-environmentallyfriendly.The product does have a different willingness to buy,it is more willing to buy environmentally friendly products,and this willingness to buy is not affected by the price,but the control group will not show this difference.By analyzing and inferring the results,the following conclusions are drawn:Conclusion 1: Based on the differences in altruistic tendencies,different social status groups have different willingness to purchase environmentally friendly products;Conclusion 2: When an individual believes that he has a higher social status,his willingness to purchase environmentally friendly products is significantly higher than that of non-environmental products,and this tendency will not change due to price differences;Conclusion 3:The root cause of the difference in purchase intention is based on the influence of altruism tendencies on individual behavior.People who believe that their social status is higher are more willing to demonstrate altruistic behavior to improve,maintain or improve their social reputation and external evaluation.The purchase of environmentally friendly products is often considered to have an altruistic intention and a higher status and positive intention in the eyes of others.Therefore,it is more willing to buy environmentally friendly products.