Research On The Influencing Factors Of Green Product Purchasing Intention Based On Consumer Value Theory

As consumers’awareness of environmental protection continues to increase,more and more people express their willingness to choose green lifestyles and consumption patterns.Green products are increasingly favored by consumers because of their environmental protection,energy saving and health.However,in actual life,green consumers are still a minority,and the proportion of green products is low.Based on this,this paper makes a preliminary exploration of consumers’ attitudes towards green products.Since product value is the direct cause of consumers’willingness to purchase,and multi-dimensional value can better explain consumers’purchasing behavior.Therefore,based on the theory of consumption value,this paper proposes the value of green product consumption that affects consumers’willingness to purchase.Functional value,emotional value and conditional value are independent variables,and the purchase intention is the dependent variable,and a theoretical model that influences consumers’willingness to purchase is built.Since consumers’purchasing decisions are also affected by internal factors,external factors,and consumer perceptions,based on the Theory of Planned Behavior,the study 1 introduces environmental concerns that reflect consumers’environmental attitudes as a regulatory variable.Based on the characteristics of green products,study 2 introduces the environmental pressure reflecting the external environment of consumers as the adjustment variable.Based on the Construal Level Theory,the study introduces the time distance as the moderator.Using new energy vehicles as stimuli,using interviews and questionnaires to conduct research,and collecting first-hand data through questionnaires,using SPSS 25.0 and Smart PLS to process the data to verify relevant assumptions.The results show that the functional value,emotional value and conditional value of green products have a significant positive impact on consumers’ willingness to purchase.Research finds that environmental concern only has a significant negative moderating effect on the relationship between conditional value and purchase intention.In other words,the environment concern will weaken the value of conditional value to promote purchase intention.Study 2 finds that environmental pressure plays a significant positive role in regulating the relationship between green product consumption value and purchase intention,that is,the higher the environmental pressure,the more consumers can perceive the value of green product.And they are more willing to buy green products.Research 3 verifies the adjustment of the time distance,that is,the high interpretation level of the consumer is aroused under the long distance,and it is easier to perceive the consumption value of the green product,as a result,the consumers are more likely to purchase green product compared with people in the near time.The empirical analysis results of this study provide some management inspiration for how to produce and market green products for enterprises and enhance consumers’willingness to purchase,especially in the marketing of green products.