How Does Green Product Knowledge Effectively Promote Green Purchase Intention?
How Does Green Product Knowledge Effectively Promote Green Purchase Intention?
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DOI：
10.3390/su11041193
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发表时间：
2019-02
期刊：
影响因子：
3.9
通讯作者：
Hong Wang;Baolong Ma;Rubing Bai
中科院分区：
文献类型：
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作者：
Hong Wang;Baolong Ma;Rubing Bai
知识可以影响消费者的整个决策过程。虽然绿色产品知识通常被概念化为绿色购买意愿的直接前因，但支持这种关系的实证研究结果并不一致。本研究基于236个样本，考察了绿色产品知识对消费者绿色购买意愿的促进作用。研究结果表明，绿色信任和感知消费者有效性部分中介了绿色产品知识与绿色购买意愿之间的关系。感知价格对绿色信任与绿色购买意愿的关系具有正向调节作用。与低感知价格相比，在高感知价格的情况下，绿色信任对绿色购买意愿的影响更大。然而，知觉消费者效能与绿色购买意愿之间的关系并不受知觉价格的调节。本研究为绿色产品知识和如何促进消费者绿色购买意愿提供了新的视角，有助于政府和企业制定促进消费者绿色购买意愿的策略。
Knowledge can influence the whole decision-making process of consumers. While green product knowledge is often conceptualized as a direct antecedent of green purchase intention, empirical findings in support of this relationship are inconsistent. Based on 236 samples, this study investigates how green product knowledge promotes consumers’ green purchase intention. Results show that green trust and perceived consumer effectiveness partly mediate the relationship between green product knowledge and green purchase intention. The relationship between green trust and green purchase intention is positively moderated by perceived price. Compared with low perceived price, green trust has a greater effect on green purchase intention in the case of high perceived price. However, the relationship between perceived consumer effectiveness and green purchase intention is not moderated by perceived price. This study provides a new insight into green product knowledge and how to promote green purchase intention, and the findings help government and enterprises to formulate strategies to promote consumers’ green purchase intention.