녹색제품의 구매의도에 관한 연구: 중국 소비자를 대상으로

There has been a great change in people's understanding of environmental problems recently. Mass production of enterprises and mass consumption of consumers have resulted in serious environmental problems such as waste discharge, air pollution, excessive use of energy and resource depletion. In order to solve the environmental problems, the government and enterprises put forward green consumption methods, and green products come into being. At the same time, with the change of consumers' understanding, enterprises or stores are introducing marketing strategies to satisfy consumers' satisfaction and promote their purchasing intentions in order to buy green products in large quantities. The purpose of this study is to analyze the influence of Chinese consumers on the purchase intention of green products. First, it analyzes the product attributes of green products, the shopping environment of shopping malls, the service of salesclerks, and the influence of shopping malls' special benefits on customer satisfaction. Secondly, it analyzes the influence of customer satisfaction on customers' purchase intention. The research subjects were Chinese consumers, and conducted a 20-day questionnaire survey from September 22, 2021 to October 12, 2021. Finally, 218 questionnaires were collected and analyzed by SPSS 24.0 and AMOS, including frequency analysis, reliability analysis, feasibility analysis and multiple regression analysis. The research results show that the product attributes of green products, shopping environment of stores, service of salesmen and special offers have a positive impact on customer satisfaction (+). Therefore, it can be seen that customer satisfaction has a positive impact on customers' purchase intention (+). According to the results, it is necessary to pay more attention to the marketing strategy of green purchasing activities in the consumer market in order to buy a large number of green products.