Abstract
Given the increasingly strained relationship between humans and the environment, green marketing has become a necessity for the sustainable development of society. In this context, this paper seeks to explore the influence of Chinese enterprises’ green marketing behavior on consumers’ green consumption willingness. The current study uses a survey design to collect data from 225 respondents, to analyze the data using SPSS, and to verify them with regression analysis modeling. Results from the analysis indicate that first, enterprises’ green marketing behavior has a positive impact on consumers’ green consumption intention. Consumer perceived effectiveness plays a partial mediating role in the influence of enterprises’ green marketing behavior on consumers’ green consumption intention. Secondly, consumers’ environmental awareness weakens the mediating role of consumers’ perceived effectiveness. Finally, this paper proves two conclusions through two experiments. Compared with symbolic activities, substantive green marketing activities can better promote the positive impact of enterprises’ green marketing behaviors on consumers’ green consumption intention. Compared with the situation without the presence of others, the presence of others can better promote the positive effect of enterprises’ green marketing behavior on consumers’ green consumption intention. Therefore, enterprises should adopt green marketing strategies and give consumers a better perception of their green contribution in the process of participating in green consumption, including taking CSR in environmental education, implementing substantive green marketing activities as much as possible, and optimizing offline sales scenarios so that enterprises can enhance competitiveness and achieve sustainable development.
Funder
National Natural Science Foundation of China
Fundamental Research Funds for the Central Universities
Subject
Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction
Reference59 articles.
1. Peattie, K. (1993). Green Marketing, Pearson Higher Education.
2. The role of quality factors in intention to continue using an e-learning system in Malaysia;Procedia-Soc. Behav. Sci.,2010
3. Criteria for a Theory of Responsible Consumption;J. Mark.,1976
4. Henion, K.E., and Kinnear, T.C. (1976). Ecological Marketing, American Marketing Association.
5. An Analysis of the Wealth Effects of Green Marketing Strategies;J. Bus. Res.,2000
Cited by
9 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献