感知价值能影响消费者绿色产品购买意愿吗?——基于环保意识的调节效应

Can perceived value affect consumers'willingness to purchase green products?——The moderation effect of environmental awareness

本研究选取了感知价值中影响消费者绿色产品购买意愿的三个主要方面作为自变量,将消费者行为中消费者对绿色产品的购买意愿作为因变量,引入产品信任度作为中介变量,同时引入了环保意识作为调节变量开展相关研究。实证分析了基于产品信任的中介和环保意识的调节下感知价值对消费者绿色产品购买意愿的影响。研究顺序为:提出研究框架,阐述研究假设,开展问卷调查,运用SPSS26.0对数据进行分析并检验假设。研究结论为:感知价值中的功能价值、情感价值、社会价值对产品信任度有显著的影响作用,且均为正向影响;产品信任度显著影响消费者绿色产品购买意愿,且同样为正向的影响;环保意识显著调节了产品信任度对消费者绿色产品购买意愿的影响,且为正向的调节作用。

Selected three main aspects of perceived value that affect consumers'willingness to purchase green products as independent variables,used consumer behavior as the dependent variable,introduced product trust as an intermediary variable,and introduced environmental awareness as a moderating variable to conduct relevant research,Empirical analysis of the impact of perceived value on consumer willingness to purchase green products,mediated by product trust and environmental awareness.Research sequence:Propose a research framework,elaborate on research hypotheses,conduct a questionnaire survey,analyze the data using SPSS 26.0,and test the hypotheses.The following conclusion is drawn:the functional value,emotional value,and social value in perceived value have a significant and positive impact on product trust;Product trust significantly affects consumers'willingness to purchase green products,and it is also a positive impact;Environmental awareness significantly moderates the impact of product trust on consumers'willingness to purchase green products,and has a positive moderating effect.