Impact Of Consumer Environmental Responsibility And Negative Value Perception On Green Customization Intention

The frequent occurrence of natural disasters has attracted the attention of the public,and people have gradually realized that behind the catastrophic environmental events are the existence of human factors such as arbitrary dumping,improper waste disposal and recycling.It is of great significance to implement the concept of " clear waters and green mountains are as good as mountains of gold and silver" and to promote a comprehensive green transformation of economic and social development.Establishing and perfecting the value realization mechanism of ecological products is the key link of ecological priority and green development.This requires the whole society to foster a sense of environmental responsibility and create a green consumption atmosphere.However,consumers generally have a strong environmental attitude and environmental responsibility,but the performance of green consumption practice is poor.Companies are trying to increase consumer willingness to purchase by developing sustainable mass customization to increase consumer involvement and differentiate green product premiums.Therefore,under the background of sustainable mass customization,this research chooses green customization behavior as the research object,based on the Attitude-BehaviorContext model and Cognitive response theory,to explore the joint moderating effect of consumers' negative perception and environmental claims.It is expected to provide theoretical and empirical basis for the effectiveness of corporate environmental protection intervention strategies.This research mainly started with four experiments and gradually advanced the research: Experiment 1 and Experiment 2 took environmental laundry detergent as the customized object,and mainly tested the main effect of environmental responsibility and the moderating effect of consumers' negative perception.Experiment 3 and Experiment 4 were based on Experiment 1 and Experiment 2.The experimental background was further expanded.Also,the customized content was changed to casual shoes to increase the universality of the research conclusions.The purpose of Experiment 3 was to explore the joint moderating effect of environmental claim type and consumers' negative perception,i.e.,to examine the moderating effect of environmental claim type(substantive vs.associative)on the adjustment path.The purpose of experiment 4 was to explore the joint moderating effect of argument quality and consumers' negative perception,i.e.,to test the moderating effect of argument quality(high vs.low)on the moderating effect of consumer negative perception on the relationship between environmental responsibility and green customization intention.Through the collation and analysis of the experimental results,the following conclusions are drawn: First,environmental responsibility positively affects consumers' green customization intention;Second,consumers' green skepticism and perceived environmental premium both negatively moderated the relationship between environmental responsibility and green customization intention.Third,substantive environmental claims can weaken the negative moderating effect of green skepticism or environmental premium on the relationship between environmental responsibility and green customization intention.However,with the increase of green skepticism or environmental premium,the weakening effect of substantive environmental claims gradually weakens.Fourth,environmental claims with high argument quality can weaken the negative moderating effect of green skepticism on the relationship between environmental responsibility and green customization intention.However,as consumers' green skepticism increases,the weakening effect of high argument quality gradually weakens.Finally,based on the research conclusions,this research also puts forward some management suggestions on how to guide consumers to practice green consumption.