AN EMPIRICAL STUDY OF CHINESE CONSUMERS' INTENTION TO PURCHASE GREEN HOME APPLIANCES: THE INFLUENCE OF ENVIRONMENTAL AWARENESS AND THE MEDIATING ROLE OF CONSUMPTION MOTIVATION

With the increase of people's awareness of environmental protection, Chinese consumers are also increasingly concerned about the contribution of commodities to environmental protection while pursuing the use value of commodities. However, due to the lack of research, the influence mechanism of environmental awareness on consumers' purchase of green and environmentally friendly home appliances is unclear. This paper first introduced the development status of green home appliances, and based on the results of literature research, elaborated consumers' Environmental Awareness (EA), Consumption Motivation (CM) and Purchase Intention of Green Home Appliances (PI of GHA), and carried out hypothesis development on the basis of literature review. The paper then completes a series of work such as survey scale research, questionnaire making and questionnaire survey. Finally, the paper analyzes the collected data and information, and uses IBM SPSS Statistics and AMOS software for statistical analysis and hypothesis verification. The conclusion is that consumers' environmental awareness has a certain impact on their intention to buy green home appliances, but it is not significant. However, their positive effects become more pronounced when mediated by the motivation to buy. This paper is an empirical study based on questionnaire survey and first-hand data collection. 255 consumers in Anhui, China were investigated to obtain relevant information about their intention to buy green home appliances. The research results of this paper can provide empirical experience from China for the relevant research of consumer behavior, especially in the field of home appliance consumption. At the same time, this study can provide market data experience for home appliance enterprises to develop green and environmentally friendly home appliance products and enhance environmental soft power, and make some contributions to the cause of ecological environmental protection.