Research On The Influence Mechanism Of External Clues On Green Brand Purchase Intention

The deterioration of ecological environment and the improvement of consumers’ awareness of environmental protection have promoted the rapid development of green consumption market.Building a green brand has become an important choice for enterprises to realize differentiation strategy and fulfill social responsibility.However,up to now,the former green brand evaluation has not formed a unified standard.In addition,the counterfeiting cost is too low,and the prominent problems such as "authenticity" and "bleaching green" have seriously hit consumers’ consumption enthusiasm and trust in green brands,resulting in a gap in consumers’ cognition and behavior willingness of green brand consumption.Consumers’ cognition of the brand is usually based on internal and external clues.The problem is that in the case of asymmetric information,consumers have limited ability and energy to identify the green brand according to the internal clues such as product composition,function,texture,size,color and shape.Therefore,external clues have become the main way for consumers to evaluate the green brand image,enhance the green brand trust and strengthen the green brand purchase intention,However,there are few studies on the impact of external cues on green brands.This paper aims to explore the impact mechanism of external cues on consumers’ green brand purchase intention.Based on the S-O-R model,this paper constructs a theoretical model of the impact of external cues on consumers’ green brand purchase intention by taking price discount,green certification,positive word-of-mouth and country of origin image as independent variables and introducing perceived value and perceived authenticity as intermediary variables,Then,516 valid consumer sample data were collected through questionnaires,and the data were analyzed by SPSS and Amos software to test the impact of external clues on green brand purchase intention and the mediating role of perceived value and perceived authenticity in the impact of external clues on green brand purchase intention.The results show that external cues have a significant impact on green brand purchase intention.Among them,positive brand reputation and green certification have a greater impact on green brand purchase intention,followed by price discount,and the image of source country has the least impact;Perceived value and perceived authenticity play an intermediary role in the influence of external clues on green brand purchase intention;Perceived value and perceived authenticity play a chain intermediary role between external clues and green brand purchase intention.The positive and positive evaluation of green brand marketing strategy is based on consumers’ perception and real brand value,and the positive evaluation of green brand marketing strategy must be made based on consumers’ positive perception and application;Maximize the "signal" function of green certification marks and strengthen consumers’ green cognition of green brands;Display the image of the country of origin in many aspects and give full play to the halo effect of the country of origin;And formulate and implement differentiated price promotion strategies according to different product categories and consumer preferences.