Research on the Influence of Green Marketing on Consumers' Purchase Intentions — A Case Study of Li-Ning's Footwear and Apparel Products
Abstract
Green marketing, by promoting environmentally friendly products and the concept of sustainable development, meets consumers’ environmental needs and helps enterprises gain a competitive edge in the marketplace. This study uses Li-Ning’s footwear and apparel products as a case to analyze the impact of green marketing strategies on consumers’ purchase intentions. Based on 842 valid survey responses and quantitative analysis, the results show that perceived value, consumer attitude, and motivation have a significant positive impact on purchase intention, whereas perceived risk has a significant negative effect. It is recommended that enterprises enhance product perceived value, raise consumers’ environmental awareness, stimulate and satisfy intrinsic motivation, reduce perceived risk, and strengthen brand social responsibility in order to improve market competitiveness.
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