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

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  • Shuli Yang

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Junwu Chai

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China)

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.

Suggested Citation

  • Shuli Yang & Junwu Chai, 2022. "The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role," Sustainability, MDPI, vol. 14(22), pages 1-20, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:22:p:15478-:d:979763
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    References listed on IDEAS

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    Cited by:

    1. Megawati Simanjuntak & Nidya Luthfi Nafila & Lilik Noor Yuliati & Irni Rahmayani Johan & Mukhamad Najib & Mohamad Fazli Sabri, 2023. "Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    2. Gizem Yener & Arzu Secer & Pascal L. Ghazalian, 2023. "What Factors Influence Consumers to Buy Green Products? An Analysis through the Motivation–Opportunity–Ability Framework and Consumer Awareness," Sustainability, MDPI, vol. 15(18), pages 1-15, September.
    3. Han Zhang & Chenhan Ruan & Lei Huang & Luluo Peng & Chuangxin Guo, 2023. "Personal vs. Collective Nostalgia and Different Temporally Orientated Green Consumption," Sustainability, MDPI, vol. 15(19), pages 1-22, October.
    4. Chuang Li & Chen Li & Liping Wang, 2023. "The Docking Mechanism of Public and Enterprise Green Behavior in China: A Scenario Game Experiment Based on Green Product Classification," Sustainability, MDPI, vol. 15(13), pages 1-27, June.
    5. Fagang Hu & Shufen Zhang & Yaliu Yang & Kun Wang, 2023. "Analysis of Consumers’ Green Consumption Behavior against the Background of “Carbon Peak, Carbon Neutrality”—Based on Survey Data from Anhui Province," Sustainability, MDPI, vol. 15(16), pages 1-19, August.

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