Research on the Impact of Environmental Responsibility on Consumers' Green Purchase Intention

Abstract

Based on the theory of planned behavior, construct a basic theoretical model of the impact of environmental responsibility on green purchase intention, this paper analyzes in detail how environmental responsibility acts on consumers' willingness to buy green, and discusses the path and situational factors. These studies not only help us to understand consumers' green consumption behavior more comprehensively, but also provide important theoretical support and practical guidance for promoting green transformation. The conclusions are as follows: (1) environmental responsibility can positively affect consumers' green purchase intention, and (2) green perceived value has a mediating role between environmental responsibility and green purchase intention.