Study On The Influence Of Promotion Code On Consumer Purchase Intention Of Green Products

The problem of environmental protection is still a big problem to be solved urgently in our country.Although the Government attaches great importance to the introduction of a series of related preferential policies,all walks of life in the support of policies more and more tend to green production,but compared to the pressure of the environment is still insufficient.If we want to really alleviate environmental problems,then enterprises should not only in the production of products to achieve environmental protection and greening,but also in the promotion and sale of products to strengthen the appeal and planning,increase consumer willingness to buy green products,so as to promote the development of green consumption from both ends of the market.However,in the current research on green consumption from the perspective of enterprise promotion,promotion as one of the most effective ways to stimulate consumers to buy products in the short term is slightly inadequate.The academic circles still seldom study whether the traditional promotion method can effectively improve the consumer's willingness to buy green products.And with the diversification of promotional methods,promotion is not limited to the traditional discount promotion,donation promotion as to avoid the discount promotion caused by the price elasticity of the problem,and slowly into the marketer's vision.In addition,donation promotion also has a natural connection with green products-altruism,so whether it can more effectively promote the promotion of green products there is still a certain possibility.Therefore,from the point of view of the promotion mode,this paper explores how the promotion mode affects the consumer's willingness to buy green products,what is more effective to enhance their willingness to buy and its mechanism?Based on the concept fluency,this paper puts forward that the promotion method has an impact on the consumer's willingness to buy green products,and the concept fluency intermediary the impact of the promotion mode on the willingness to buy.In order to solve the research problem and verify the research hypothesis,three independent psychological experiments were carried out in this paper.The first experiment mainly explores the influence of promotion mode on the concept fluency in the process of consumers buying green products.The second experiment replaced the stimulus material to further enhance the robustness of the experimental conclusion,and also explored the intermediary effect of concept fluency between the promotion mode and the purchaseintention;The third experiment is to further indirectly verify the intermediary effect by manipulating the intermediary.The results show that the promotion method does have an impact on the concept fluency in the process of consumers buying green products,when consumers buy green products,compared to discount promotions,donation promotion can lead to higher conceptual fluency.And the higher the concept fluency of consumers in the purchase process,the stronger their willingness to buy.Therefore,compared to discount promotions,donation promotion can lead a higher willingness to buy green products.The contribution of this study is 1)to introduce the promotion mode of merchants into the research of consumers ' green consumption behavior,from the perspective of merchant advertising strategy,this paper empirically studies how the promotion behavior of merchants affects the willingness of consumers to buy green products,and also adds non-green product groups in the experiment,which excludes the influence of the promotion mode itself on the purchase intention.It further enhances the rigor of the research and broadens the research on green consumption behavior.2)further reveal the impact of the promotion mode on the green consumption behavior mechanism,found that the merchant's donation promotion activated the consumer in the purchase of green products in the process of concept fluency,which led to its willingness to buy green products to rise,opened this black box.3)The research question and the selection of independent variables in this paper are from the point of view of merchants,and explore the promotion strategies that merchants can use to enhance consumers ' willingness to buy green products.And the promotion mode and the green product,for the merchant is more easy to control the object,therefore can sell the product selection and the promotion way selection,achieves the situation in the experiment scene.