Marketing implication

z Environment awareness does have effects on green purchase intention

In general, environment awareness is considered as the most important factor to affect green consumption. Environment awareness may be an incentive to let consumers purchase green product. But in our study, we can see that the environment awareness is not the most important determinant.

From our analytic result, under testing low-involvement products, the environment awareness has strong effects on green purchase intention. But under testing high-involvement products, the environment awareness has slight effect on green purchase intention. That is because the low-involvement products are usually low-price or daily use goods; they don`t have much difference of product attributes. Under this situation, consumers will care more about the environment

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awareness, so people tend to purchase low-involvement products because of environment awareness.

But the high-involvement products are usually high- price or durable goods;

there is much difference between products. Under this situation, consumers will be more realistic and care more about the benefit and product attributes brought by products than environment awareness, so the environment awareness slightly affects green purchase intention. In our analytic result, environment awareness can affect green purchase intention directly or indirectly through other constructs.

Although effect of environment awareness is changed under different kinds of consumers or products, it still works.

z High-price green products are not moral products

In previous literatures, researchers usually used psychology constructs to build conceptual framework for green products. The angle that they try to analyze green consumption is from inside and outside emotion. But in our study, we use several construct about marketing to build our conceptual framework, because we think the green products also can be promoted. According to the analytic result, we can find environment awareness is not the only and most important factor to affect green purchase. That means people will not buy green products just because they concern about the environment issues. That also means we should not consider green products as moral goods and only use moral incentives to sell them. We can see Product-related information acquisition, consumer perceived value and consumer perceived risk all effectively affect green purchase intention. We prove that green products still are affected by marketing tools, and it is available for us to make marketing strategy for green products.

z Environment awareness has no effects on consumer perceived value

In our thesis, we assume that environment awareness will affect consumer perceived value. Once consumer has more environment awareness, they will perceive more value about purchasing green products. But according to analytic result, we find the hypothesis between environment awareness and consumer perceived value does not exist at all. Thus, we can say consumer perceive value

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is realistic construct and it is only about product attribute but the feeling of consumers.

z Effects of product-related information acquisition depends on different products

Product-related information acquisition means the level of consumers`

perceived product information. People will pay less attention on low-price products but they will pay more attention on high-price products. Based on this definition, we compare the result and difference of low-price and high-price green products. We find under testing low-price green products; the effect of product-related information acquisition on green purchase intention is slight. But under testing high-price products, the effect of product-related information acquisition on green purchase intention is strong.

z How to promote low-price green products

First of all, the effect of consumer perceived value is still important when we market low-price green products. So, marketers should make consumers feel valuable then they will buy your products. When we market low-price green products, we can also use environment awareness to be our marketing tool.

Environment awareness can indirectly affect green purchase intention through product-related information acquisition, consumer perceived risk and green purchase attitude. In general, when consumers face the low-price products, they can only perceived slight value from financial part. So, we can sell our products through satisfying their needs of protecting environment. We can lead consumers to purchase green products by motivating them with environment awareness.

z How to promote high-price green products

When marketers face high-price green products, environment awareness should not be the most important marketing tool. When consumers purchase high-price products, they will become more realistic. Under this situation, we should sell high-price green products as other normal high-price products. We tell consumers the benefit and advantage brought by our products, and we focus on the improved product attributes but how can it better the world. But that

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doesn`t mean that environment awareness is useless under this situation.

According to our hypotheses result, under testing high-involvement products, environment awareness can positively affect product-related information acquisition, and the effect of product-related information acquisition on green purchase intention is strong too. So environment awareness can still affect consumers to purchase high-involvement green products.

Besides, when consumers purchase high-involvement products, they will feel riskier. From analytic result, consumer perceived risk has great effect on green purchase intention under testing high-involvement products. We also find that product-related information acquisition has great effect on green purchase intention under testing high-involvement products. And we also find product-related information acquisition has great effect on consumer perceived risk. That shows when consumers understand more about products, they will feel more safety. Thus, we can use product-related information acquisition to reduce the negative effect caused by consumer perceived risk and increase green purchase intention. For example, we can design some channel to let consumers can easily gain the information of our products.