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http://dx.doi.org/10.14400/JDC.2022.20.5.093

The Effects of Green Marketing Activities of New Energy Vehicle Companies on Purchase Intention: Focused on the Mediating Effects of Environmental Involvement  

Lyu, Yang (Dept. of Business Administration, Honam University)
Jin, Chunhua (Dept. of Business Administration, Honam University)
Publication Information
Journal of Digital Convergence / v.20, no.5, 2022 , pp. 93-98 More about this Journal
Abstract
This research emphasized that the importance of green marketing activities elements such as green product, green price, green place, and green promotion. Moreover, it focused on verifying the effects of these four elements on purchase intention through environmental involvement. To verify this, an empirical analysis was conducted on Chinese consumers who have experienced or are considering purchasing a new energy vehicle. The research results are as follows. First, all four elements of green marketing activities improve environmental involvement. Second, environmental involvement was found to increase the level of purchase intention. Third, environmental involvement has a partial mediating effects in the relationship between the four elements of green marketing activities and purchase intention. Finally, the limitations of this study and future research directions were discussed.
Keywords
New Energy Vehicle; Green Marketing Activities; Environmental Involvement; Purchase Intention; Green Product;
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