Can perceived value affect consumers'willingness to purchase green products?——The moderation effect of environmental awareness
Selected three main aspects of perceived value that affect consumers'willingness to purchase green products as independent variables,used consumer behavior as the dependent variable,introduced product trust as an intermediary variable,and introduced environmental awareness as a moderating variable to conduct relevant research,Empirical analysis of the impact of perceived value on consumer willingness to purchase green products,mediated by product trust and environmental awareness.Research sequence:Propose a research framework,elaborate on research hypotheses,conduct a questionnaire survey,analyze the data using SPSS 26.0,and test the hypotheses.The following conclusion is drawn:the functional value,emotional value,and social value in perceived value have a significant and positive impact on product trust;Product trust significantly affects consumers'willingness to purchase green products,and it is also a positive impact;Environmental awareness significantly moderates the impact of product trust on consumers'willingness to purchase green products,and has a positive moderating effect.
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