A Research on the Influence of Enterprise Sustainable Development Concept Information Communication Strategy on Consumers’ Purchasing Intention

Abstract

With the continuous consumption of global resources, the concept of sustainable development has been paid more and more attention by enterprises.There’s been a lot of academic research on this topic, however, there are not many quantitative studies that taking sustainable development conception as an information communication strategy analyzes its impact on consumers’ purchasing intentions. From this new perspective, this article firstly establishes a conceptual model and divides the information communication strategies of enterprise sustainable development concept into four types, according to the goal and scale of framing effects. By the scenario simulation experimental method, this paper studies the influence of information communication strategy of enterprise sustainable development concept on consumers’ purchasing intention and the moderating effect of consumer knowledge, applying T test and regression analysis. The results show that:compared with the loss framework, the gaining framework for information communication strategy of sustainable development concept has a significant positive impact on consumers’ purchasing intention;and the lower the consumer knowledge is, the greater the influence of information communication strategy has effect on consumers’ purchasing intention.