绿色属性中心性对消费者购买意愿的影响机制研究：产品类型的调节作用与收益感知的中介效应

以往关于产品绿色属性对消费者购买意愿影响的研究尚未达成一致结论。文章通过两个情境实验系统性地探讨了不同产品类型情境下产品绿色属性对消费者购买意愿的影响机制。结果表明,对于享乐型产品,高绿色属性中心性相较于低绿色属性中心性会激发消费者更强烈的购买意愿。对于实用型产品,低绿色属性中心性相较于高绿色属性中心性会激发消费者更强烈的购买意愿。此外,在享乐品情境下,自我表达收益在高绿色属性中心性提升消费者购买意愿的过程中起中介作用;在实用品情境下,环境功利收益在低绿色属性中心性提升消费者购买意愿的过程中起中介作用。

Research on the Influence Mechanism of the Effect of Centrality of Green Attributes on Consumer Purchase Intention: The Moderating Role of Product Type and the Mediating Effect of Perceived Benefit

Previous studies have not reached a consistent conclusion about the impact of product green attribute on consumers' purchase intention. This study systematically explores the influence mechanism of green attributes on consumers' purchase intention under the situation of different product types through two setting experiments. The results show that for hedonic products, high centrality of green attributes can enhance consumer purchase intention compared with low centrality of green attributes. For utilitarian products, low centrality of green attributes can enhance consumer purchase intention compared with high centrality of green attributes. Additionally, the positive effect of high centrality of green attributes on consumer purchase intention is mediated by self-expression benefit for hedonic products, whereas the positive effect of low centrality of green attributes on consumer purchase intention is mediated by utilitarian environmental benefit for utilitarian products.