Research on the Influence of Consumer Perception of Green Marketing on Purchase Intention Liu, Zhongji

다국어 초록 (Multilingual Abstract)

Against the backdrop of increasingly severe global environmental issues, the concept of ecological civilization advocates for a harmonious coexistence between humanity and nature, and the philosophy of green development has gradually integrated into the entire process of economic, political, cultural, and social construction. Implementing green marketing has become a key strategy for enterprises to enhance both economic and social benefits. However, there remains a lack of in-depth academic research on how green marketing effectively influences consumers, particularly whether their perceptions of green marketing can evoke emotional and behavioral responses. This study aims to explore the underlying mechanisms of how consumers' perceptions of green marketing affect their purchase intention, with a special focus on the mediating roles of consumer trust and sense of power. Based on the "S-O-R" (Stimulus-Organism-Response) theoretical framework, this study constructs a conceptual model that links consumers' perceptions of green marketing, trust, sense of power, and green purchase intention. Effective data were collected through a questionnaire survey, and empirical analyses were conducted using SPSS and AMOS software. The findings reveal that consumers' perceptions of green marketing have a significant positive impact on their purchase intention, with all three dimensions of green marketing perception (ecological perspective, quality, and fit) exerting significant positive effects. Notably, consumer trust and sense of power serve as mediators between their perceptions of green marketing and green purchase intention. Grounded in these empirical findings, this study offers new insights into how consumers' perceptions of green marketing influence their purchase intention. Furthermore, it provides theoretical support and practical guidance for enterprises to formulate effective green marketing strategies, thereby enhancing consumer trust and purchase intention. By delving into the mechanisms that link green marketing perceptions to consumers' purchase intention, this research offers valuable insights and strategic recommendations for enterprises to achieve a win-win scenario in both economic and social benefits. Key words: Perception of Green Marketing; Consumers’ Trust; Consumers’ Sense of Power; Consumers’ Purchase Intention

목차 (Table of Contents)

• Ⅰ. Introduction 1
• 1. Research Background1
• 2. Research Questions and Significance 6
• 3. Research Methodology 9
• 4. Research Flow12
• Ⅱ. Literature Review 14
• 1. Related Research on Consumers’ Perception of Green
• Marketing 14
• 2. Related Research on Consumers’ Purchase Intention 19
• 3. Related Research on Consumers' Perception of Corporate
• Responsibility 23
• 4. Related Research on Consumers' Trust 26
• 5. Related Research on Consumer Sense of Power31
• Ⅲ. Theoretical Basis 35
• 1. Attitude Theory 35
• 2. Theory of Reasoned Action37
• 3. Consumer Persuasion Knowledge Theory39
• Ⅳ. Model Construction and Research Hypotheses 43
• 1."S-O-R" Theory43
• 2. Construction of the Theoretical Model47
• 3. Hypothesis47
• 4. Measurement of Variables 55
• Ⅴ. Empirical Analysis 69
• 1. Preliminary Research 69
• 2. Formal Questionnaire 73
• ⅤI. Conclusion and Suggestion128
• 1. Conclusion 128
• 2. Suggestions 130
• VⅡ. Epilogue134
• 1. Research Summary134
• 2. Research Prospects 137
• References140
• 한글초록 150
• Appendix151
• Acknowledgements 158