@article{ART003135848},
author={Zhongji Liu and Sim Jaeyeon},
title={The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -},
journal={Industry Promotion Research},
issn={2466-1139},
year={2024},
volume={9},
number={4},
pages={467-479},
doi={10.21186/IPR.2024.9.4.467}
TY - JOUR
AU - Zhongji Liu
AU - Sim Jaeyeon
TI - The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -
JO - Industry Promotion Research
PY - 2024
VL - 9
IS - 4
PB - Industrial Promotion Institute
SP - 467
EP - 479
SN - 2466-1139
AB - This study delves into the relationship between consumer perception of green marketing and purchase intentions within China's Yangtze River Delta region, amidst growing global environmental concerns. Employing both quantitative surveys and qualitative interviews, the research adopts a mixed-method approach to analyze the influence of green marketing on consumer behavior and its role in fostering sustainable practices. The results underscore that consumer perceptions of green marketing have a significant impact on their purchase decisions, emphasizing the need for businesses to align their green marketing strategies with consumer expectations. This alignment is crucial for cultivating a mindset of sustainable consumption among consumers. Furthermore, the study highlights the psychological mechanisms linking green marketing perceptions to consumer actions, particularly through the mediating role of consumer empowerment. The findings provide actionable insights for companies to effectively communicate their green initiatives and enhance consumer engagement with sustainable products and practices.
KW - Consumer Perception of Green Marketing;Consumer Trust;Consumer Rights;Consumer Purchase Intention;Green Marketing Strategies
DO - 10.21186/IPR.2024.9.4.467
ER -
Zhongji Liu and Sim Jaeyeon. (2024). The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -. Industry Promotion Research, 9(4), 467-479.
Zhongji Liu and Sim Jaeyeon. 2024, "The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -", Industry Promotion Research, vol.9, no.4 pp.467-479. Available from: doi:10.21186/IPR.2024.9.4.467
Zhongji Liu, Sim Jaeyeon "The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -" Industry Promotion Research 9.4 pp.467-479 (2024) : 467.
Zhongji Liu, Sim Jaeyeon. The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -. 2024; 9(4), 467-479. Available from: doi:10.21186/IPR.2024.9.4.467
Zhongji Liu and Sim Jaeyeon. "The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -" Industry Promotion Research 9, no.4 (2024) : 467-479.doi: 10.21186/IPR.2024.9.4.467
Zhongji Liu; Sim Jaeyeon. The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -. Industry Promotion Research, 9(4), 467-479. doi: 10.21186/IPR.2024.9.4.467
Zhongji Liu; Sim Jaeyeon. The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -. Industry Promotion Research. 2024; 9(4) 467-479. doi: 10.21186/IPR.2024.9.4.467
Zhongji Liu, Sim Jaeyeon. The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -. 2024; 9(4), 467-479. Available from: doi:10.21186/IPR.2024.9.4.467
Zhongji Liu and Sim Jaeyeon. "The Impact of Green Marketing on Purchase Intention - The Mediating Effects of Consumer Rights -" Industry Promotion Research 9, no.4 (2024) : 467-479.doi: 10.21186/IPR.2024.9.4.467
