ABSTRACT

A substantial number of studies has investigated consumer purchase intentions associated with green products. Yet most of this literature lacks clarity on feasible directions for promoting responsible consumption, which is increasingly important based on the growing recognition of green consumption. This study has explored the influence of green product price and quality perceptions, via the mediating effects of consumer self-confidence (CSC) and consumer protection confidence (CPC), on the decision to purchase such products.

This study uses existing consumer self-confidence and protection confidence measures, to examine their relevance to green product purchasing. Australia was used as the case study for collecting and analysing data via structural equation modelling, to produce a conceptual model that demonstrates the associations of price and quality with purchase intent mediated by consumer self and protection confidence.

The findings indicate that green product quality and price perceptions and consumer self-confidence are associated with purchase intention. The results can benefit marketing practitioners and retailers, highlighting the extent they can increase consumers’ responsible consumption. They also set the theoretical foundation for additional studies on how consumer self-confidence affects green product consumption and demonstrates how green purchase intent can be strategically improved.

摘要

大量研究调查了与绿色产品相关的消费者购买意向。然而，大多数文献都没有明确促进负责任消费的可行方向，而随着人们对绿色消费的认识不断提高，负责任消费变得越来越重要。本研究通过消费者自信 (CSC) 和消费者保护信心 (CPC) 的中介效应，探讨了绿色产品价格和质量感知对购买此类产品决策的影响。

本研究使用现有的消费者自信和保护信心措施来检验它们与绿色产品购买的相关性。澳大利亚被用作通过结构方程模型收集和分析数据的案例研究，以生成一个概念模型，该模型展示了价格和质量与消费者自我和保护信心介导的购买意向之间的关联。

调查结果表明，绿色产品质量和价格认知以及消费者自信与购买意愿相关。结果可以使营销从业者和零售商受益，突出他们可以增加消费者负责任消费的程度。他们还为关于消费者自信如何影响绿色产品消费的更多研究奠定了理论基础，并展示了如何从战略上改善绿色购买意愿。