THE IMPACT MECHANISM OF SOCIAL RESPONSIBILITY ON CONSUMERS' INTENTION TO PURCHASE ECO-FRIENDLY HOME APPLIANCES UNDER THE MEDIATING ROLE OF PURCHASE MOTIVATION: AN EMPIRICAL CASE FROM CHINA

An increasing number of consumers consciously boycott consumption behaviors that harm the ecological environment, considering the overall social benefits, and strive to contribute to public interest, social equity, and ecological balance. However, due to a lack of research, the impact mechanism of consumer social responsibility on the purchase of Eco-Friendly Home Appliances remains unclear, especially in China. The paper first introduces the current status of Eco-Friendly Home Appliances and, based on literature review results, elaborates on consumer social responsibility (SR), purchase motivation (PM), and purchase intention (PI). Then, based on theoretical and empirical literature reviews, it proposes a theoretical framework and develops research hypotheses. Based on the actual situation of the survey, the paper describes the quantitative research tools, data collection, and sample situation. Finally, the paper analyzes the rationality, reliability, and validity of the sample data, and further conducts confirmatory factor analysis and general hypothesis estimation of the structural equation model. The data analysis and research tools used are SPSS software and AMOS software. The conclusion is that consumer social responsibility has a significant impact on purchase motivation and purchase intention. Purchase motivation also positively affects purchase intention. Based on a standardized calculation process, the paper infers that purchase motivation plays a partial mediating role between consumer social responsibility and the intention to purchase Eco-Friendly Home Appliances. The study is an empirical study based on primary data, surveying 675 consumers in Anhui, China, obtaining relevant information on their intention to purchase Eco-Friendly Home Appliances. The results of the study provide empirical evidence for related research in the marketing field, especially in the home appliance industry and environmental protection sector. The findings offer practical experience for home appliance companies in developing eco-friendly products. More importantly, The study will stimulate people's thinking about environmental protection and personal social responsibility, thereby promoting the home appliance industry in China and the world towards green and sustainable development, ultimately contributing to global ecological protection efforts.