The Influence of Consumer Perception of Green Marketing on Consumer Response
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Abstract
This research aimed to study (1) the connotation and characteristics of green marketing and the impact of enterprise green marketing on consumer perception, (2) the mechanism through which consumer perception of corporate ability, motivation, and morality influences consumer response, (3) the mediating role of consumer trust in the relationship between consumer perception and consumer response, and (4) the moderating effect of consumer self-improvement on the link between consumer perception and consumer trust. The sample comprised 420 consumers aged 18 or older, selected via convenience sampling. Data were collected using a structured questionnaire consisting of validated measurement items, and the reliability and validity of the scales were confirmed by Cronbach’s Alpha and confirmatory factor analysis. Data analysis was conducted using descriptive statistics and structural equation modeling with SPSS and AMOS. The results revealed three key findings. First, consumer perception of green marketing significantly and positively influenced consumer responses, with perceived corporate ability, motivation, and morality each exerting a meaningful impact on both emotional and behavioral responses. Second, consumer trust was found to mediate, confirming its importance as the psychological mechanism that translates green marketing perceptions into actual consumer engagement. Third, consumer self-improvement significantly moderated the relationship between consumer perception and trust, with higher self-improvement strengthening the trust-building process. The study provides a unique contribution by conceptualizing consumer perception of green marketing as a multidimensional construct rather than a single measure, offering a more nuanced understanding of consumer evaluation processes. It further enriches the Stimulus–Organism–Response framework by incorporating consumer trust as a mediator and introducing self-improvement as a novel moderator. These insights extend theoretical knowledge in green marketing research and offer practical guidance for enterprises seeking to build credibility, foster trust, and enhance sustainable consumer behavior.
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