The Impact Studies Of Information Channels On Consumers’ Willingness To Pay For Environmental Protection Product Premiums

Economic development has improved the standard of living of the people and promoted consumption growth,but due to neglecting the balance between production,consumption and environmental protection,this has resulted to a sharp drop in biological species,climate warming and other series of questions.As a micro-subject of the market,guiding consumer to pay attention to environmental issues from the level and advocating the purchase of environmentally friendly products is the key path to solve environmental problems and promote green development.In the era of big data,consumers tend to obtain information from multiple channels,but information overload occurs frequently,and more enterprises carry out false publicity of "green washing" in order to pursue profit maximization,which seriously interferes with consumers’ consumption behavior and affects their willingness to pay premiums for environmental protection products.Therefore,effectively transmitting environmental protection product information through a variety of information channels can increase consumers’ willingness to pay the premium of ecofriendly products,in order to achieve green development goals.Based on the persuasion effect,information ternary structure theory and clue utilization theory,this paper takes information channel as the independent variable,the mediation variable is information quality perception,explanatory level as the regulating variable,and the dependent variable as the consumer’s willingness to pay for the premium of environmental protection products,and analyzes 306 valid data collected by questionnaire survey and scenario experiment by constructing the evaluation index and theoretical model of the above variables,and using regression analysis,test for variance and so on.It reveals the influence of consumers’ access to information through different channels on the willingness to pay for environmental protection products at a premium and the intrinsic influence path,and concludes as follows:(1)Consumers have a positive attitude towards the willingness to pay premiums for environmentally friendly products,and the overall information quality perception is relatively high,but the information content quality perception is slightly higher than the information utility quality perception.(2)Formal and informal channels make a positive and apparent influence on shoppers’ intention to afford a premium of products which protect our environment.The coefficients characterizing the influence degree are 0.623 and 0.814.(3)In the intrinsic action path of information channels and environmental protection product premium payment intentions,the two dimensions of information quality perception: information content quality perception and information utility quality perception play a positive mediating role.(4)The interpretation level has a significant regulating effect on informal channels and information quality perception,the formal channel and information content quality perception is significantly adjusted,and the regulation of formal channels and information utility quality perception is not significant.In view of this,this article concludes management implications and marketing suggestions as follows:(1)Use different channels to transmit environmental protection product information,so as to play the direct role of information channels and stimulate shoppers’ intention of premium.(2)In addition to transmitting product attributes,ingredients and uses in different channels,attention should also be paid to transmitting information on the equivalent effects of environmental protection products on the environment and human body,and effective information transmission should be carried out according to the level of consumer interpretation,so as to trigger consumers’ higher perception of information quality.(3)Companies should comply with the principle of pragmatism,avoid the existence of the false phenomenon of "green washing",increase technology study and development.(4)Focus on publicity and popularization of environmental protection knowledge,consumers are urged to pay attention to environmentally friendly products and raise environmental awareness,and at the same time enrich marketing methods,achieve efficient delivery of information,and obtain the trust and recognition of shoppers.