Research On The Impact Of Green Marketing Behaviors Of Home Appliance Companies On Consumer Behavior Intentions

In recent years,the government,the society and the public have taken practical actions to deal with the problems of environmental pollution in the process of social development.The government has constantly introduced the environmental policies and regulations,and the enterprises are constantly changing and upgrading,and the public understands the green concept more and more deeply.Enterprises as the main force in the development process,plays an important role can not be ignored in the middle,household electrical appliance enterprises in the development process have also been seeking new opportunities,among which the green development of the most prominent academic research for the green development of household appliance industry is mainly concentrated in the areas of innovation,green marketing,green design etc..The ultimate user of household electrical appliance products is consumers.The development of enterprises constantly satisfy consumers and create new demands for consumers.In turn,the needs of consumers will promote enterprises' continuous innovation,and the two are interdependent relations.The seriousness of environmental pollution constantly stimulates the attention of consumers to the environment,and pays more attention to the green products with low carbon and environmental protection in the actual consumption process.Most of the consumers are influenced by the green marketing propaganda of the enterprises,and have great interest in green products.They hope to protect the environment and keep away from pollution by consuming green products.In order to satisfy consumers' requirements for environment and health,enterprises marketers try to implement green marketing to promote the demand of green consumption,but the green marketing activities do not necessarily meet the needs of consumers.But for the current academic research between enterprise and consumer appliances mostly influence consumers for enterprises,and for the study of enterprise impact on consumers is focused on consumer loyalty,purchase behavior,satisfaction of a certain aspect,and deep into the enterprise's green marketing behavior and positive impact on consumers negative two level is more and more important.Therefore,this paper studies the impact of green marketing behavior on consumer behavior intention.China's vast territory,different regional economic development level is also different,which will lead to consumers' different consumption behavior.In this paper,the main consumers in Xi'an as the research object,in reference to the large number of domestic and foreign literature,the theoretical basis and the local consumer behavior based on the understanding of green marketing behavior to measure household electrical appliance enterprises to green production,green marketing,recycling,customer loyalty,payment amount,switching behavior,internal.External reaction,reaction to measure consumer behavior intention,design the questionnaire,the electronics store to do research,on the recovery of data validity test,correlation analysis,modeling and correction,multi group analysis,through the structural equation model to verify the hypothesis.The findings are as follows:(1)the green marketing behavior of a company has a positive impact on customer loyalty,payment and internal response,and the green marketing behavior negatively affects consumers' transformation behavior and external response.Accordingly,the hypothesis is verified,and according to the degree of influence on consumers' behavioral intentions,pertinent suggestions are put forward from three aspects of green production,green sales and recycling cycle.(2)through multi group analysis of different background(gender,age,level of Education)consumer research,found that female consumer groups pay more attention to the green production and green sales,green production enterprises can promote the male population internal communication;effects of 26?45 age group was more significant,which may be related to the population is better educated and have a certain level of income;college degree affected population is generally higher than the low education level of the population,which may be related with the acceptance of green education,and their emphasis on the green concept and understanding of a higher degree of correlation.