Research on the Impact of Online Display and Reputation on Consumers'Green Purchase Intention——Analysis of the mediating role of green perceived value and green self-efficacy
Online platforms are important means of promoting and selling green products comprehensively.Improving the information transmission efficiency of online display and online reputation of green products is conducive to enhancing consumers'willingness to purchase green products.This article takes recyclable products such as Starbuck's"Accompanying Cup"in the online green product recommendation zone as the specific research object.Based on the S-O-R model theory,combined with external cue theory and social cognition theory,a theoretical model is constructed to explore the impact of two types of external cues,namely online display of green products and online reputation,on consumers'perceived green value and green self-efficacy,thereby stimulating consumers'purchase intention.Empirical analysis shows that for online recyclable products,both online display and online reputation will affect their perceived green value and green self-efficacy,thereby in-fluencing their purchase intention.Based on this,enterprises should increase the attractiveness and information content of online display,enhance the influence and richness of online reputation,increase the promotion of green products on online platforms,and guide green consumption.
online displayonline reputationpurchase intentionperceived value
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