Research On The Effect Of Perceived Risks On Consumers’ Green Product Consumption Intention

In the process of reform and opening up,China’s economy has been rapid development,social development level have been significantly improved,but at the expense of the national economic development at the expense of the environment,the current problems of ecological environment,to the domestic air quality,in 2017 the domestic more than more than seventy percent of the regional urban air quality is not up to standard,air pollution affects people’s life,the production of the enterprise and social order.“New era”reform and opening to the outside,xi stressed "to promote green development",namely,to establish and perfect the development of green low carbon cycle economy,change the way of promoting economic development,build an environment-friendly society,actively cultivate new economic growth point of green consumption,The renovation of the green product consumption is not only a way of life is also the change of the pattern of economic development.Green product consumption will stimulate consumption potential,upgrading of consumption,expand market space will be conductive to the enterprise,promote the adjustment of enterprises and even the entire economic system,further promote the environment quality improvement.In this paper,a comprehensive literature analysis,questionnaire investigation,mathematical statistics,etc.,at the same time to absorb the consumer psychology,theory of planned behavior,consumers’ perceived risk is chosen as the introduction,the analysis of the effect of perceived risk on green product consumption intention,judge the internal relations,to promote consumers to buy green products.Research construction of perceived risk in different dimensions and the hypothesis relationship between green product consumption intention,and through the questionnaire statistics,the questionnaire validity and reliability of reasonable case,by descriptive statistics analysis,correlation analysis,regression analysis,single factor variance analysis to verify hypothesis.Eventually the following research conclusions:First,the consumer perceived risk level and green product consumption intention into negative correlations.Second,the awareness of risk and other strong correlation between perceived risk,functional risk affects the other the level of perceived risk.Third,green consumption attitude and green consumption intention there is positive correlation between,green consumption attitude and each dimension there is obvious negative correlation between perceived risk.Fourthly,demographic variable exists between the age and the property risk,psychological risk significantly;Level of education and financial risk exists between significant;Family economic status and property risk,functional risk there is a significant relationship;Professional and financial risk,time risk,social risk,functional risk exists between sex significantly.Demographic variables in the level of education,family economic conditions,professional,and there exists a significant relationship between green product consumption intention.Based on the above conclusions,the production,marketing and popularization of green products involve many subjects and links.The author gives some feasible Suggestions for enterprises to carry out green product marketing.For example,enterprises should guarantee the quality of "green products".Ensure the "green product" information dissemination and communication channels are reliable;Pay attention to build "green product" reputation and brand,enhance consumer’s trust;According to different consumers should take targeted marketing strategies.At the same time,the state should improve relevant policies and regulations,improve the green product consumption market management system;Improve the after-sales service system of green products,and create a product portfolio matrix;Social groups should broaden information channels,establish risk communication mechanism and other measures to guide consumers’ green product consumption behavior.