CSR Behavior Towards Consumers Of Green Vegetables Study On The Influencing Mechanism Of Purchase Intention

Under the background of China’s economic green transformation,advocating green consumption can not only meet consumers’ demand for high-quality products,but also effectively solve the current environmental problems.However,because of the information asymmetry between producers and consumers,the consumption of green vegetables is still facing difficulties,and the green vegetable market has not been opened.Some businesses are shoddy,abuse quality certification,and violate production standards of green vegetables,leading to excessive levels of chemical fertilizers,pesticides and heavy metals.The above problems aggravate consumers’ doubts about the authenticity of green vegetable quality.How to deliver product information to consumers has become a difficult problem for green vegetable enterprises.And the implementation of corporate social responsibility not only shows a good corporate image to consumers,but also becomes an important means to solve this problem.This study combines the relevant characteristics of green vegetable enterprises,builds a relationship model between corporate social responsibility behavior and consumers’ purchase intention of green vegetables based on SOR theory and institutional theory,puts forward relevant hypotheses,and tests the model through the data obtained from situational experiments.The results show that corporate social responsibility,practical rationality and moral rationality all have significant positive influence on green vegetable purchase intention.Compared with enterprises’ commitment to environmental responsibility,the fulfillment of consumer responsibility is more likely to stimulate consumers’ practical rationality perception,and the practical rationality has an intermediary effect between enterprises’ implementation of consumer responsibility and purchasing intention of green vegetables.Compared with enterprises’ commitment to consumer responsibility,fulfilling environmental responsibility is more likely to stimulate consumers’ perception of moral rationality,and moral rationality has an intermediary effect between enterprises’ implementation of environmental responsibility and purchasing intention of green vegetables.Price sensitivity has a negative moderating effect between practical rationality and purchasing intention of green vegetables,but has no moderating effect between moral rationality and purchasing intention of green vegetables.According to the research results,this paper puts forward the following suggestions:First,green vegetable enterprises should fulfill their social responsibility.Government departments should strengthen supervision and guidance of enterprises to implement social responsibility,and establish information interaction with consumers.Secondly,enterprises should pay attention to the way to fulfill their social responsibility.When promoting the implementation of corporate responsibility to consumers,enterprises should enhance consumers’ sense of obtaining practical value and highlight the attributes and characteristics of nutrition,health and safety of green vegetables.When publicizing enterprises’ responsibility for environmental protection,we should pay attention to reflect the environmental benefits brought by green vegetables in the process of production and operation,and enhance consumers’ emotional identity.Finally,green vegetable enterprises should grasp the pricing strategy,make reasonable market positioning and adopt different marketing strategies for consumers with different price sensitivity.