College of Economics and Management, Huazhong Agricultural University, Wuhan 430070, China.
Int J Environ Res Public Health. 2021 Feb 16;18(4):1912. doi: 10.3390/ijerph18041912.
Environmental issues are still challenging and of global concern. To improve the environmental consumption behavior of consumers, this study investigates whether the match between the promotion mode and product type can improve the conceptual fluency of consumers, so as to increase their purchase intention for green products. The results of three experiments reveal that the interaction between promotion mode and product type has a certain impact on the conceptual fluency of consumers, which can, in turn, promote their purchase intention. This research theoretically contributes to the research on green consumption by introducing promotion mode and revealing the mediation effect of conceptual fluency, it also provides some practical implications for alleviating environmental problems.
环境问题仍然具有挑战性，也是全球关注的问题。为了提高消费者的环境消费行为，本研究探讨了促销方式和产品类型的匹配是否可以提高消费者的概念流畅性，从而增加他们对绿色产品的购买意愿。三项实验的结果表明，促销方式和产品类型之间的相互作用对消费者的概念流畅性有一定的影响，从而促进了他们的购买意愿。本研究通过引入促销方式和揭示概念流畅性的中介作用，为绿色消费研究做出了理论贡献，也为缓解环境问题提供了一些实际启示。
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