The Effect Of Power On Purchase Intention Of Green Products:the Mediating Role Of Perceived Moral Enhancement

Objective: to evaluate the environmental problems of economic development lead to hinder economic health and sustainable development,how to realize economic development and at the same time ensure that the environment from harm,promote the green consumption is the key to achieve economic development and environmental protection,is an important way to realize the economic health and sustainable development,thus to explore how to improve the green consumption of consumers has important practical significance.Green consumption is the purchasing behavior of consumers.Power comes from the social environment and is the goal that consumers generally pursue.The power status of consumers will affect their consumption behavior,even green consumption behavior.However,there are few empirical studies to explore the relationship between power and green consumption.Based on this,this paper combines the two to investigate the influence of power on the purchase intention of green products,adds purchase motivation to further investigate this influence process,and investigates the mechanism of moral promotion and self-construction in this influence process.Methods: In the first study,the relationship between trait power and purchase intention of green products was investigated by questionnaire.In the second study,we used the experimental method to initiate the power status of the participants,which increased the motivation to buy green products(self-interest and altruism).We investigated the influence of power status and motivation on the purchase intention of green products,and investigated the mediating role of perceived moral improvement in this process.In the third study,to verify the robustness of the results of the second study,different power priming methods and green products were used on the basis of the second study to explore the influence of power status and motivation on the purchase intention of green products,and to investigate whether this influence process was moderated by self-construction.Results:(1)Promoting consumers’ power can promote green consumption.(2)High-power consumers prefer self-interested green products;Low-power consumers prefer green products that are altruistic;The perceived moral promotion played a mediating role in the purchase of green products for self-interest,but not in the purchase of green products for altruism.(3)Self-construction does not regulate power’s purchase intention to green products for self-interest or altruism.Conclusion: the results confirmed that the power of green product purchase intention plays an important role,this is a process by consumers to buy green products the effects of the moral sense of ascension occurs and,also under the influence of consumer motivation,which is conducive to better understand consumer behavior to buy green products,to provide theoretical reference to promote consumers to buy green products.In actual marketing,appropriate marketing slogans can be matched for different consumers according to their sense of power and moral promotion,so as to promote green consumption of consumers.