Exploring the Influence of Green Product Attributes on Consumer Perceived Value and Purchase Intention: Taking Green Household Appliances as an Example

• 영문명: Exploring the Influence of Green Product Attributes on Consumer Perceived Value and Purchase Intention: Taking Green Household Appliances as an Example
• 발행기관: 한국무역연구원
• 저자명: Cuijing Liang 딩장민(Jiangmin Ding) 이언승(Eon-Seong Lee)
• 간행물 정보: 『무역연구』제20권 제2호, 23~38쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.04.30

영문 초록

Purpose - This study takes green household appliances as an example to investigate how green product attributes impact consumers’ perceived value and purchase intention. It further explores the moderating role of consumer innovativeness and mediating role of perceived value. Design/Methodology/Approach - The research participants were 259 Chinese consumers, whose relevant data were collected through a questionnaire survey. The data analysis was performed with structural equation modeling using SmartPLS. Findings - The results indicate that green products’ core (functional and value-for-money) and peripheral (emotional and social) green attributes both positively influence consumer perceived value, which, in turn, positively affects their purchase intention. Perceived value plays a positive mediating role between green product attributes and consumer purchase intention. However, the moderating effect of consumer innovativeness is not significant. Research Implications - First, this study explores the impact of green product attributes on consumer purchase intention from multiple dimensions, enriching empirical research on green product attributes. This provides a theoretical foundation for enterprises to strategically implement green product marketing strategies. Furthermore, based on the research findings, we recommend that relevant enterprises emphasize green product and technology research and development, guiding consumers toward environmentally friendly purchasing behavior with targeted approaches. This, in turn, will lead to ongoing development of the green market and green consumption.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypotheses

Ⅲ. Research Method

Ⅳ. Data Analysis and Results

Ⅴ. Discussion and Conclusion

References

키워드

Consumer Innovativeness Consumer Purchase Intention Green Household Appliances Green Product Attributes Perceived Value