Study On The Formation Mechanism And Spillover Effects Of Consumer Perceptions Of Corporate Green Supply Chain Practices

Green supply chain management plays an increasingly important role in the implementation of the concept sustainable development.Developing a green supply chain is considered a necessary path to green and low-carbon development for companies.Enterprises are interested in understanding the extent to which consumers care about their green practices.However,previous research has rarely connected consumers with corporate green supply chain management practices.To solve this problem,this study establishes a connection between consumers and corporate green supply chain management practices by considering consumers’ price perception of green products.Then,based on the attribution theory and spillover effect,this study constructs a comprehensive model to examine the formation mechanism of consumers’ cognition of enterprises’ green supply chain management practices and consumers’ subsequent responses,and further explores the moderating effects of green perceived value,consumers’ knowledge of green supply chains,and perceived consumer effectiveness in the model.In order to ensure the authenticity and reliability of the research results,this study first collected 130 questionnaires for pre-research.The questionnaire was revised using methods such as reliability and validity analysis to determine the formal measurement scale.Secondly,in the formal research stage,422 valid data were collected through online questionnaires,and software such as SPSS and R language were used for data processing and analysis as well as testing research hypotheses.The results of the study show that: consumers attribute the high price of green products to cost increases,which then promotes consumers’ perception of green supply chain management practices of the company.Influenced by the reciprocity theory,consumers will take action to participate in the green supply chain under the encouragement of the enterprise’s green supply chain management practices.They are not only willing to purchase green products but also happy to participate in the company’s recycling activities.In addition,this study found that the way information is processed affects consumers’ thinking and cognition.Consumers do not naturally participate in corporate green supply chain practices.Cost attribution and consumers’ perception of the enterprise’s green supply chain management practices play a significant mediating role in the relationship between consumer price perception and willingness to participate in the green supply chain.Moreover,this study also find a spillover effect in consumers’ willingness to participate in different stages of the green supply chain.This study investigates the formation mechanism of consumers’ cognitive recognition of corporate green supply chain management practices and the spillover effects of consumer participation in the green supply chain.It not only provides a valuable research perspective for understanding the antecedents and consequences of consumers’ cognitive recognition of corporate green supply chain management practices at the theoretical level but also proposes practical implications,including that enterprises should actively disseminate knowledge of green supply chain management and implement green supply chain management practices to promote consumers’ collective participation.