Research On The Influence Of Green Marketing Behavior Of Enterprises On Consumer Loyalty

Reform and opening up have brought great social and economic development to our country forty years ago,but its accompanying resource and environmental problems are also very serious.Facing the current environmental problems,we should not only change the consumption style of consumers,but also change the production mode of enterprises.Therefore,promoting the green marketing behavior of enterprises came into being,which has become an important measure to change the consumption style and production mode.With the rising of consumers’ awareness of green environmental protection,the influence of enterprises’ green marketing behavior has become an important factor influencing consumers’ loyalty.To explore the impact of green marketing behavior of enterprise on consumer loyalty,on the one hand,is conducive to promoting the process of ecological civilization,on the other hand,it can provide relevant suggestions for enterprises to improve consumer loyalty,reduce customer acquisition costs and enhance competitiveness.Based on the relationship quality theory,behavior theory and perception theory,this paper constructs a research model with the influence of green marketing behavior on consumer loyalty as the main effect and brand reputation as the intermediary variable,and puts forward relevant hypotheses,and designs the relevant variable measurement scale on the basis of previous research.Based on the data of 311 questionnaires,this paper makes an empirical analysis and test the hypothesis.The results indicate that:(1)the green marketing behavior of enterprises exerts a significant positive impact on consumer loyalty.The green marketing behavior of enterprises has a significant positive impact on the two dimensions of consumer loyalty(attitude loyalty and behavior loyalty).(2)Brand reputation plays a mediating role between green marketing behavior and customer loyalty.(3)For enterprises that implement green marketing behavior,the loyalty of consumers is generally higher,and the behavior loyalty is lower than attitude loyalty;green marketing behavior of enterprises get high marks,and the enhancement of product usability and product life cycle in green marketing behavior perform well,which gain the most attention of consumers.According to the conclusion of this paper,the suggestions are put forward as follows: enterprises should follow the principle of green sustainability and actively develop green products;use multimedia means to carry out green sales,actively participate in social public welfare activities and create a good corporate image;enhance technological innovation related to green environmental protection and establish green pollution-free function in the whole process from raw materials to emissions;build up the recycling mechanism of enterprise products and form perfect after-sales service;According to consumers’ green consumption intention,adopt more reasonable market segmentation strategy,conducting reasonable and efficient pricing strategy.