Green Product Certification and Consumer Trust Mechanism in the E-Business Environment

Abstract

Green consumption, as a significant part of "new consumption", advocates healthy, reasonable, and green organic consumption methods, gradually becoming a consumption concept accepted by people. When the quality information of consumers purchasing green products (GP) is incomplete, the certification signal transmission of GP quality by the seller can offset the negative impact of information asymmetry, reduce the perceived risk of consumers, and promote better matching between consumers and products. The effectiveness and evaluation of GP certification are important measures to improve the quality of GP certification work and enhance the credibility of GP certification. This article constructs an interactive model between GP authentication and consumer trust mechanism in the e-business environment. This model takes GP authentication as an input variable, which affects consumer cognition and evaluation, thereby influencing consumer trust as an output variable. The experimental results indicate that GP authentication has a positive impact on consumer trust mechanisms. For e-business platforms and merchants, actively promoting GP certification not only helps to enhance consumer trust, but also promotes sales, enhances brand influence, and reduces return costs.