How does Marketing Information Affect Purchase Intention of Pro-environmental Products——Based on the Moderating Effect of Social Presence

Abstract

Abstract:

Through experimental research, this paper find out that marketing information-the knowledge of product and environment, the information of corporate social responsibility (CSR) and the information of descriptive norms-has significantly positive effect on the purchases intention of pro-environmental products of Chinese consumers. Furthermore, the findings also indicate that social presence could enhance the purchases intention while inhibit the positive effect of the knowledge of product and environment and the information of CSR on purchase intention. However, social presence has no significant effect on the information of descriptive norms. This paper employs information processing theory from psychology to explain the findings and provides suggestions for the government and corporations to better promote pro-environmental movements and products.

Key words: product related environmental knowledge, corporate environmental social responsibility, descriptive norms, presence of others, environmental protection product purchase intention

Jin Xiaotong, Zhao Taiyang, Li Yang. How does Marketing Information Affect Purchase Intention of Pro-environmental Products——Based on the Moderating Effect of Social Presence[J]. , 2017, 29(1): 166-174.

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