The Influence Of Green Marketing Behavior On Green Consumption Behavior In Cosmetics Industry

The frequentoccurrence of environmental problems around the world has gradually strengthened people’s awareness of environmental protection.When consumers choose and buy goods,they begin to consider the impact on the environment.Because of this change enterprises are also more willing to go green.With the emergence of green products,some domestic and foreign cosmetics enterprises began to put green concept cosmetics on the market,representing that the concept of environmental protection began to penetrate consumer goods with large consumption and short cycle,and green marketing came into being.This study will reveal the impact of green marketing behavior of cosmetics enterprises on consumers’ green consumption behavior,and the intermediary role of perceived value between the two.This thesis combs the concepts and existing research results of green marketing behavior,green consumption behavior and perceived value,and establishes a research model of green marketing behavior,green consumption behavior and perceived value based on the theory of planned behavior and impression management.Based on the mature scale of previous studies,the questionnaire of this study was designed and distributed in Shanghai,Beijing,Guangzhou,Xi’an,Qingdao,Hangzhou and othercities.A total of 345 valid questionnaires were obtained in this thesis,and the hypotheses proposed in the study were tested based on data processing.The conclusions of this thesis are as follows:(1)Green marketing behavior has a positive impact on green consumption behavior;(2)Green marketing behavior has a positive impact on perceived value,green value,functional value,emotional value,social value and perceived pay;(3)Perceived value,green value,functional value,emotional value,social value and perceived pay also have a positive impact on green consumption behavior;(4)Perceived value,green value,functional value,emotional value,social value and perceived pay play a partial intermediary role between green marketing behavior and green consumption behavior,of which emotional value and green value have a greater impact;(5)Younger people with higher income are more vulnerable to the impact of green marketing behavior.The research conclusion has enriched and the relevant research on green marketing behavior and green consumption behavior of cosmetics and has certain practical significance for the strategy of promoting green sustainable development of cosmetics industry.