| Since the reform and opening to the outside,under the background of social economic development,the desertification,global warming and lack of water resources and many other environmental problems,consumer consumption concept has changed,the traditional marketing model has been unable to adapt to participate in market competition,enterprises began to green marketing transformation,green marketing has gradually become an important content of enterprise marketing strategy.As the second largest polluting industry besides oil,it is imperative for garment enterprises to change their marketing methods and implement green marketing.The main purpose of this paper is to analyze the influence of green marketing on consumers’ purchase intention,and to put forward suggestions for implementing green marketing.First of all,the current situation at home and abroad is combed,and it is found that the green marketing of enterprises may have an impact on consumers’ purchasing intention.Secondly,the concepts of green marketing,consumer perceived value and consumer purchase intention are introduced,and the theories of circular economy,customer perception and "SOR" theory are expounded.Again,the analysis of the present situation of E clothing enterprise green marketing,according to the literature combing the clothing enterprise green marketing,consumer perceived value dimensions,and then according to the "SOR" model and the relationship between the variables,put forward the research hypothesis of this paper,according to the research hypothesis,build green marketing-consumer perceived value-consumer purchase intention research model.Using research methods such as literature research,questionnaire survey,data analysis,comprehensive statistical methods such as reliability and validity analysis,and the structural equation model is tested,so as to explore whether the hypothesis is valid or not,and the final influence mechanism and path are obtained.The conclusion shows that green design and production,green sales and green enterprise management in green marketing of clothing enterprises directly affect consumers ’purchasing intention,while green design and green treatment positively influence consumers’ purchasing intention through functional value;green sales,green treatment and green enterprise management positively influence consumers ’purchasing intention through emotional value;green design and production,green sales and green enterprise management positively influence consumers’ purchase intention through green value.On the basis of the empirical research in this paper,starting from the green design and production of green marketing,green sales,green treatment and green enterprise management of clothing enterprises,the suggestions and countermeasures of green marketing of clothing enterprises are put forward from each dimension successively.Through this paper,the study can enrich the theoretical basis of green marketing,consumers ’perceived value,consumers’ purchase intention and other aspects,especially for these theories in empirical research and quantitative research,and can provide suggestions for green marketing of clothing enterprises. |
