INFLUENCE OF GREEN PURCHASE BEHAVIOR OF NEW ENERGY VEHICLE CONSUMERS

Abstract

This study aims to explore the role of green purchase intention in green purchase attitude and the influence of corporate social responsibility on green purchase behavior. By conducting surveys on consumers, we collect data on their attitudes toward green purchases, green purchase intentions, corporate social responsibilities, and actual green purchase behaviors. Through structural equation modeling for data analysis, the study found that green purchase intention plays a mediating role between green purchase attitude and corporate social responsibility on green purchase behavior. Specifically, green purchase attitude and corporate social responsibility have a significant positive impact on green purchase behavior, and green purchase intention plays a partial mediating role between the two. This shows that consumers' green purchase intention plays an important role in deciding whether to make a green purchase, and the company's green purchase attitude and social responsibility have a positive impact on consumers' green purchase behavior. These research results have important guiding significance for enterprises to carry out green marketing and promote sustainable development.