Research on the Impact of Corporate Environmental Behavior on Consumers’ Purchase Intention—A Dual-Mediator Model Based on Green Cognition and Green Perceived Value

DOI

10.2991/978-94-6463-752-6_45How to use a DOI?

Keywords

Corporate Environmental Behaviour; Green Cognition; Green Perceived Value; Purchase Intention

Abstract

Corporate environmental behavior is a crucial component of corporate social responsibility, concerning the sustainable development of enterprises and exerting an extensive influence on the public. Consumers, as the most vital stakeholders of enterprises, are increasingly inclined to select enterprises and their products that actively assume environmental protection responsibilities. This study centers on the impact mechanism of corporate environmental behavior on consumer purchase intention and, for the first time, constructs a dual - mediation model based on green cognition and green perceived value. By employing SPSS25.0 and AMOS26.0 statistical software to build a structural equation model for empirical analysis, the findings indicate that both the substantive and symbolic environmental behaviors of corporations can significantly influence consumers’ green cognition level and green perceived value, thereby affecting consumers’ purchase intention. Moreover, consumers’ green cognition and green perceived value also have a significant impact on their purchase intention. This study not only enriches the theoretical research on the relationship between corporate environmental behavior and consumer behavior but also offers valuable guidance for enterprises engaging in green marketing practices.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jun Hou
AU  - Xiaoyan Li
AU  - Hai Shen
AU  - Xiaogang Zhao
AU  - Yiwei Dang
PY  - 2025
DA  - 2025/06/07
TI  - Research on the Impact of Corporate Environmental Behavior on Consumers’ Purchase Intention—A Dual-Mediator Model Based on Green Cognition and Green Perceived Value
BT  - Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
PB  - Atlantis Press
SP  - 409
EP  - 421
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-752-6_45
DO  - 10.2991/978-94-6463-752-6_45
ID  - Hou2025
ER  -