Reaction Mechanism of Green Consumption Intention:Matching Effect between Brand Personification and Product Types
"Lucid waters and lush mountains are invaluable assets."Green consumption and sustainable development has become an important issue for economic and social development,how consumers practice green consumption and how to form green consumption willingness for green products is the key area direction of green consumption research.Therefore,a model on the response mechanism of green consumption intention was established based on the stereotype content model and the interactive effect of brand personification(competence personification vs.warm personification)and green product types.The main findings are as follows.Brand personification interacts with product types to influence consumers'green consumption intention.For practical products,compared to warm personification,competence personification is more likely to stimulate consumers'green consumption intention.For hedonic products,compared to competence personification,warm personification can more stimulate consumers'green consumption intention.Green perceived quality and green perceived value mediate the interactive effect of brand personification and product types on green consumption intention.Consumption motivation monitors the interaction between brand personification and product types on green consumption intention.Based on the above results,it enriches the related research on brand personification,providing practical reference value for the selection of enterprise brand personification,the promotion of green products,and consumers'green consumption.
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