The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role

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.

The Docking Mechanism of Public and Enterprise Green Behavior in China: A Scenario Game Experiment Based on Green Product Classification

“…The study of Li et al [67] reached similar conclusions, particularly that public attention to environmental pollution and green behavior has a significant impact on enterprise environmental investment. As for the opposite path, Yang and Chai [68] believe that substantial green behavior by enterprises can, to some extent, enhance the public's willingness to pay. However, at the micro individual level, compared to enterprises, the public's choices are more random and subjective.…”

Influence of Green marketing on the brand image of the company Aguafiel. Trujillo, 2022

“…Como lo mencionan Yang, S. y Chai, J. (2022) [31] La adopción de prácticas de compra respetuosas con el medio ambiente por parte de los consumidores requiere una mayor sensibilidad hacia los problemas ambientales, y es más probable que las personas que tienen una fuerte conciencia de estos problemas ambientales realicen compras ambientalmente responsables.…”

Personal vs. Collective Nostalgia and Different Temporally Orientated Green Consumption

“…To address these barriers, there has been extensive research investigating the impacts of non-individual and individual factors on green consumption. In the non-individual stream of literature, studies investigate how product-related factors [25][26][27][28], firm-related factors [29][30][31], social dynamics [32][33][34][35] and national policy [36,37] affect green consumption. Among these studies, we focused on those that addressed how product factors affect green consumption.…”