Author(s)

Ziyi Wei

Corresponding Author

Ziyi Wei

Abstract

At a time when new media marketing is developing rapidly and green consumption is receiving much attention, it is crucial to explore the influencing mechanism of consumers' green consumption willingness. Based on 418 consumer questionnaires, this paper conducts an empirical analysis, adopts regression analysis and mediation moderation model, and conducts an empirical study on how factors such as green value perception (GV), consumer trust (TR), and environmental identity (EI) affect green consumption willingness (PI). The results show that green value perception has a significant positive impact on green consumption willingness, trust mechanism plays a partial mediating role between green value perception and green consumption willingness, environmental identity plays a significant positive moderating role in the path of green value perception affecting trust mechanism, high environmental identity can strengthen the above relationship. In the Johnson-Neyman analysis results, when EI>3.16, the effect is significant, the conclusions of this study provide theoretical reference and practical guidance for enterprises to formulate green marketing strategies and enhance consumers' green consumption willingness in new media marketing scenarios.

Keywords

Green Consumption Intention, Green Value Perception, Trust Mechanism, Environmental Identity, Empirical Analysis