Research On The Influence Of Green Perceived Value And Corporate Social Responsibility Perception On Consumers’ Green Purchase Intention

Since the 20th century,the main direction of each country’s economic and social development is industrialization.With the deepening of the level of industrialization in various countries,worldwide pollution is also gradually increasing.Some irreversible environmental pollution,such as light pollution,water pollution and soil pollution,is becoming more serious.Environmental issues clearly deserve the attention of all countries and the whole society.In recent years,many countries have put forward green development strategies,calling on the whole society to pay attention to environmental issues and transform production and consumption patterns.With the gradual increase of green publicity,the majority of consumers,under the guidance of correct green publicity,have increasingly stronger demands for the environmental protection of the products and services they purchase.From the perspective of enterprise,in order to meet the demand of the consumers of green and promote the development of the enterprise’s own long-term green companies are also constantly improve production technology,to actively participate in environmentally friendly activities,implementing the green development strategy,establish green corporate mission and values,take concrete actions to environmental protection efforts.In order to define the green marketing in the enterprise’s environmental protection efforts how to influence consumers and guide consumers to purchase inclination,this study constructed a mediation model of adjustment,explore green perceived value and corporate social responsibility awareness for the mechanism of action of green purchase intention,and focuses on the green,the intermediary role of trust and sincere motivation perception of adjustment.Taking 685 participants as the subjects,the questionnaire method was used to explore the relationship among their green perceived value,corporate social responsibility perception,green trust,sincerity motivation perception and green purchase intention.The value and innovation of this study are as follows:(1)In consumer perspective,this study explored the consumer for enterprise and product awareness of green purchase intention of the internal influence mechanism,help enterprises to better inner perception from the consumer to understand the consumer,and according to the characteristics of the consumer to establish brand strategy of green marketing,green marketing activities,increase consumers to enterprise’s credibility,in turn,promote the green development of the enterprise(2)This study will be sincere motivation ’perception into green,perceived value,corporate social responsibility awareness research box,with consumers’ green purchase intention to explore the sincerity of enterprise from the Angle of consumer degree of boundary effects on consumer purchase intention of green,can help enterprises to accurately grasp the consumer mental state,can make consumers feel the enterprise good faith related marketing strategy,and help enterprises to realize enterprise for environmental protection attitude significantly influence consumers to purchaseThe results of this study show that:(1)When gender,age,education level and income/living cost level are controlled,green perceived value and corporate social responsibility perception can significantly positively influence green purchase intention.(2)Green trust can play a mediating role between green perceived value and green purchase intention,corporate social responsibility perception and green purchase intention.(3)The interaction items of green perceived value and sincerity motive perception have different influences on green trust and green purchase intention with the difference of sincerity motive perception.The interaction items of corporate social responsibility perception and sincerity motivation perception have different influences on green trust and green purchase intention with the difference of sincerity motivation perception.(4)The final research results of this paper can not only help to understand the relationship between green perceived value,corporate social responsibility perception and green purchase intention,but also explore the moderating effect of sincerity motivation perception,and provide path guidance for enterprises to carry out effective green marketing.