The Mediating Effect of Green Purchase Intention on the Relationship Between Green Attitude and Corporate Social Responsibility and Green Purchase Behavior
Main Article Content
Abstract
This study explores the role of green purchase intention in green purchase attitude and the influence of corporate social responsibility on green purchase behavior. By conducting consumer surveys, we collect data on their attitudes toward green purchases, green purchase intentions, corporate social responsibilities, and actual green purchase behaviors. Through structural equation modeling for data analysis.
The study found that green purchase intention is mediating between green purchase attitude and corporate social responsibility on green purchase behavior. Specifically, green purchase attitude and corporate social responsibility have a significant positive impact on green purchase behavior, and green purchase intention plays a partial mediating role between the two. This shows that consumers’ green purchase intention plays an important role in deciding whether to make a green purchase, and the company’s green purchase attitude and social responsibility have a positive impact on consumers’ green purchase behavior. These research results have important guiding significance for enterprises to carry out green marketing and promote sustainable development.
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