Research on the Influence Mechanism of the Fit between Enterprise and Environmental Protection Causes on Consumer Green Purchase Behavior in Green Marketing

Author:Lin Zheng Nan

Supervisor:sheng guang hua

Database:Doctor

Degree Year:2019

Download:86

Pages:232

Size:3615K

Keyword:

In recent years,environmental problems have become more and more serious.Consumers are also facing more and more environmental problems in their daily life,such as haze,water pollution,garbages siege and so on.With the gradual strengthening of consumers’ awareness of environmental protection and the strong recommendation of national ecological civilization construction and green development,more and more consumers show their environmental needs for enterprises and products.At the same time,enterprises gradually realize the long-term significance of sustainable development of the environment for their own development.In this context,the academia has put forward the concept of green marketing.At the same time,green marketing has become an important strategy for enterprises to achieve the coordination of economic benefits,social benefits and environmental sustainable development.Under the guidance of green marketing strategy,enterprises have launched various green marketing activities from three aspects: green product marketing strategy,green communication marketing strategy and green relationship marketing strategy,such as developing green products,green supply chain,developing green advertising,and cooperating with environmental protection undertakings.Through the above-mentioned methods,enterprises are undoubtedly delivering to consumers that their main objective is to protect the environment.Among them,the cooperation between enterprises and environmental protection is one of the most direct and effective marketing means,and it is also one of the effective means to prompt consumers to contact enterprise and product information and understand enterprise environmental protection objectives in a short time.However,in the actual marketing activities,there are many environmental protection undertakings that can be cooperated,but not every cooperation between enterprises and environmental protection undertakings will prompt consumers to have a positive understanding.In some cases,on the contrary,it makes consumers doubt the motivation of cooperation between enterprises and environmental protection undertakings,and at the same time,they can perceive the environmental attributes of products in the case of cooperation between enterprises and environmental protection undertakings.This negative perception will eventually encourage consumers not to buy the products of enterprises.Therefore,the reason why enterprises choose which environmental protection business to cooperate can enhance consumers’ green perception and trust of enterprises,and ultimately enhance the green purchase intention,has become an urgent problem for enterprises to solve.In previous studies,academia has put forward the concept of fit degree.This concept originates from brand extension and is widely used in brand alliance,corporate sponsorship,brand derivation and charity marketing.The concept of fit degree arises from the transfer of consumers’ rational perception of enterprises and products and image-based emotional transfer.In previous studies,many scholars have reached the conclusion that the higher the fit degree is,the stronger the consumer’s purchase intention is,the more positive the consumer’s attitude is,the higher the perceived value is,and the higher the consumer’s trust degree is.However,in the actual marketing activities and the theoretical research of fit,there are some inconsistent conclusions with the previous research results.Therefore,in order to effectively solve the problems mentioned above,this study digs deep into the theoretical roots of fitness,and further proposes to solve this problem from the perspective of classification of fitness.In the previous studies of charitable marketing,some scholars classified fit degree into functional fit and image fit based on the different focus of cooperation between enterprises and charities and the characteristics of consumers’ rational and emotional cognition.Functional fit is based on the consistency of the attributes and functions of enterprises and products with the purposes of charity.Image fit is based on the consistency of corporate image,corporate mission and the overall image of charity.Although scholars have proposed different types of fit,this view has not received enough attention and wide application in green marketing.Therefore,in order to effectively solve the problem of differences in consumer response in the context of cooperation between enterprises and environmental protection undertakings,this study introduces the criterion of functional fit and image fit to examine the differences of consumers green purchase intention under different types of fit.In addition,in the actual interaction of green marketing,facing the cooperation between enterprises and environmental protection undertakings,many consumers are questioning this situation,or not perceive enough green value of products from it,thereby reducing the willingness to buy products.Therefore,this study starts with the types of fit between enterprises and environmental protection undertakings,with a view to investigating the differences between consumers’ green perceived value and green trust under different types of fit.In previous studies,scholars have found that when consumers purchase products,adequate product information is the premise of consumers’ perceived value judgment and trust judgment.However,the amount and nature of information that consumers are exposed to will make consumers’ perceived value and trust different.When enterprises and environmental protection undertakings cooperate through functional fit,the information transmitted to consumers is specific,product function,core attributes related to the purpose of environmental protection undertakings.When enterprises cooperate with environmental protection enterprises through image fit,the information they convey to consumers is abstract,and related to corporate image,corporate mission,corporate values,environmental protection activities that enterprises participated in in in the past,and the overall image of environmental protection undertakings.Previous research results show that consumers’ perception of functional fit information is stronger than that of image fit information in the face of functional fit information and image fit information.Based on this,this study starts with different types of fit between enterprises and environmental protection undertakings,with a view to investigating the differences between consumers’ green perceived value and green trust under different types of fit,and further investigates the mediating role of green perceived value and green trust between different types of fit and green purchase intention.At the same time,in previous studies,few scholars have noticed the role of consumer cognitive factors in the relationship between fit and purchase intention.However,when consumers are exposed to the information of cooperation between enterprises and environmental protection undertakings,consumers’ cognitive factors will also affect their perception and effectiveness of information.Especially,the information conveyed by the function fit presents concreteness,describing the information related to the specific function attributes and the purpose of environmental protection.The information conveyed by image fit shows integrity,which describes the information related to the corporate image,corporate vision,corporate mission and the overall image of environmental protection.Therefore,consumers’ cognitive level will prompt consumers to choose the type of information that they can understand more easily.In view of this,this study introduces the level of interpretation theory to examine this issue.Interpretation level theory holds that individuals show different psychological representations when they recognize objective things.The psychological representation of individuals with high interpretative level tends to be abstract,and pays more attention to the whole,essence and core of things.Individuals with low explanatory level tend to be more specific in their psychological representation,and pay more attention to the concrete,details and surface of things.In view of this,this study will further examine the differences of consumers green purchase intention,green perceived value and green trust,and the mediating role of the interaction between green perceived value and green trust in the impact of interpretation level and fit type on green purchase intention.In view of the above problems to be solved,this study takes different types of fit between enterprises and environmental protection as independent variables,green perceived value and green trust as mediating variables,consumer green purchase intention as dependent variable,consumer interpretation level as moderating variable,constructs relevant theoretical models and puts forward research hypotheses,with a view to combining experiments with questionnaires.The paper validates the mediating role of consumers green purchase intention,green perceived value,green trust,green perceived value and green trust in different types of fit and green purchase intention,and the mediating role of consumers’ interpretation level in the direct path and the mediating path.This study chooses the products and environmental protection cause that are used in the formal experiment through the pre-experiment,and tests the maneuverability of the functional and image fit between the products and environmental protection undertakings in the pre-experiment.At the same time,this study validates the direct impact of different types of fit between enterprises and environmental protection on green purchasing intention in experiment 1,and the direct impact of different types of fit between enterprises and environmental protection on green purchasing intention in experiment 2.It also validates the direct impact of different types of fit on green trust and green purchasing intention.The influence of color perceived value and the mediation between green trust and green perceived value in different types of fit and green purchase intention are verified in experiment 3.In Experiment 4,in order to improve the externality of the experiment,the theoretical model of this study was used to replace the experimental materials and verify again.First,the interaction between different types of fit and consumers’ construal level is verified.Secondly,under the interaction between green purchase intention and green purchase intention,green trust and green perceived value are different,and the mediating role of green trust and green perceived value in this interaction on green purchase intention.Through the above experiments,this study draws concrete conclusions.When enterprises cooperate with environmental protection through functional fit,consumers green purchase intention,green perceived value and green trust are stronger than image fit.Green perceived value and green trust play a significant intermediary role between different types of fit and consumers green purchase intention.When there is functional fit between enterprises and environmental protection undertakings,compared with high-level consumers,low-level consumers show a higher degree of willingness to buy,green perceived value and green trust.When enterprises and environmental protection enterprises have image fit,compared with low-level consumers,high-level consumers show a higher degree of green purchase intention,green perceived value and green trust.At the same time,the interaction between green perceived value and green trust plays a significant mediating role in the impact of fit type and interpretation level on green purchase intention.Based on the above conclusions,this study not only enriches the existing research results of green public relations in green marketing,but also enriches the research results of green marketing in the theoretical circle.The relevant research on the types of fit has been improved,and the inconsistency of the existing research conclusions has been further reconciled.At the same time,under the background of green marketing,this study matches the type of fit with the level of interpretation,and further expands the scope of the theory of interpretation level.In addition,this study has some enlightenment for the actual marketing activities of enterprises.When enterprises choose to cooperate with environmental protection,they should mainly focus on functional fit,and try to provide consumers with sufficient business information,product function attribute information and environmental protection purpose information.When transmitting information to consumers,enterprises should pay attention to information dissemination strategy and information presentation,in order to achieve a state that matches the level of consumer interpretation,so as to enhance consumers’ green perceived value,green trust and green purchase intention.