Green Brand Image Affects Consumer Purchase Intention in China

Abstract

The development of green marketing has experienced a process from focusing on environmental protection concepts to fully integrating into corporate strategies. With the improvement of environmental awareness, consumers’ demand for green products continues to grow, prompting enterprises to take sustainable development as one of their core competencies. Today, green marketing not only involves the environmental attributes of products, but also includes the greening of the entire supply chain from the selection of raw materials to waste disposal, promoting the transformation of the entire industry to the direction of low-carbon and environmental protection. At the same time, the support of government policies and regulations has also accelerated the development of green marketing, which pushing enterprises to innovate green technologies and reduce environmental impact. This paper takes the consumers in Shaanxi province in China as the research object, constructs the research model of enterprise green brand image and consumer purchase intention with brand trust as the intermediary variable, and obtains the data through questionnaire survey, uses SPSS26.0 and carries out empirical analysis. The results show that corporate green brand image has a significant positive impact on brand trust and consumer purchase intention. Brand trust has positive mediating effect. This paper reveals the influence mechanism of corporate green brand image on brand trust and consumers purchase intention, provides a theoretical basis for enterprises to promote consumers purchase intention, and provides a meaningful reference for enterprises to implement brand strategy.