Research On The Influence Of Enterprises’ Green Marketing Behavior On Consumers’ Green Consumption Intention

Looking into the long and long historical development of human society,civilization and economy continue to create brilliant,but the ecological and natural challenges,the relationship between man and nature is worth careful examination.Since the 21 st century,the focus of Chinese consumers and social enterprises has gradually shifted to green environmental protection.Green marketing is a brand new marketing concept generated in this green wave.It concept has become an inevitable choice for the continuous development of society in today’s increasingly severe relationship between human and ecology.Through a large number of literature retrieval,the author found that the current research results of researchers in the two fields of green marketing and consumption are too numerous to enumerate,among which there are some clear and clear independent studies,as well as some odd combination studies.However,there are few analyses on the subdivision of Chinese enterprises.Therefore,the author tries to focus on the study of consumers’ willingness to consume,explore and supplement the green consumption analysis of Chinese consumers,and put forward Suggestions and inspirations for enterprises to implement green marketing.Based on the analysis of the influence of enterprises’ green marketing behavior on consumers’ green consumption intention,this paper further discusses the mediating role of consumers’ perception of effect and the moderating role of enterprises’ green marketing activities and others’ presence,and proposes five research hypotheses.Data were collected through online questionnaire survey and empirical analysis was conducted with SPSS and other tools.The following conclusions were drawn: first of all,enterprises’ green marketing behavior has a positive impact on consumers’ green consumption intention.Consumer effect perception plays an intermediary role in the influence of consumers’ green consumption intention on enterprises’ green marketing behavior.Secondly,the empirical results of this paper confirm that consumers’ environmental awareness plays a negative regulating role in the process of influencing consumers’ green consumption intention through consumers’ perception of the effect on enterprises’ green marketing behaviors.In other words,consumers’ environmental awareness weakens the mediating role of consumers’ sense of effect.Finally,this paper proves two conclusions through two experimental studies and empirical analysis.First,compared with symbolic activities,enterprises can promote the positive impact of green marketing behaviors on consumers’ green consumption intentions by carrying out substantive green marketing activities.Second,compared with the situation where no one else is present,the positive effect of enterprises’ green marketing behavior on consumers’ green consumption intention can be promoted more when others are present.The innovation of this paper is mainly in the perspective of research,research ideas and research tools.From the perspective of research,starting from the demand side of green products(green consumers),the supply side of green products(green marketing behavior of enterprises)is analyzed.In terms of research thinking,the author mainly selected the variables of consumer psychological characteristics,and analyzed the influence of green marketing behaviors of Chinese enterprises on consumers’ green consumption intention.In terms of research tools,this study developed the enterprise green marketing activity type scale based on the research on environmental management and the existing mature scale.