Research Article
Consumers’ Responses to Low-carbon Behaviors in Corporate on SPSS 23.0
@INPROCEEDINGS{10.4108/eai.18-11-2022.2326859, author={Xinyang Li}, title={Consumers’ Responses to Low-carbon Behaviors in Corporate on SPSS 23.0}, proceedings={Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China}, publisher={EAI}, proceedings_a={ICEMME}, year={2023}, month={2}, keywords={low-carbon; corporate; brand affect; purchase intention}, doi={10.4108/eai.18-11-2022.2326859} }- Xinyang Li
Year: 2023
Consumers’ Responses to Low-carbon Behaviors in Corporate on SPSS 23.0
ICEMME
EAI
DOI: 10.4108/eai.18-11-2022.2326859
Abstract
Green development and environmental protection have become global trends. Taking low-carbon actions in corporate can not only produce ecological benefits, but also benefit their own sustainable development. This study adopts experimental method to study the influence of corporates' low-carbon behavior on purchase intention and the mediating effect of brand affect from the perspective of consumers. A total of 156 valid questionnaires were collected. SPSS 23.0 was used for regression analysis and process V2.16.3 for mediation effect analysis. The results show that both hard and soft low-carbon behaviors have a positive impact on purchase intention through influencing brand affect. In addition, the positive effect of hard low-carbon behavior is more significant than that of soft low-carbon behavior. Therefore, we suggest that corporates increase R&D investment and consumer promotion related to low-carbon technologies to enhance brand value and generate economic benefits.