Exploring the Influence of Green Product Attributes on Consumer Perceived Value and Purchase Intention: Taking Green Household Appliances as an Example

Purpose - This study takes green household appliances as an example to investigate how green product attributes impact consumers’ perceived value and purchase intention. It further explores the moderating role of consumer innovativeness and mediating role of perceived value. Design/Methodology/Approach - The research participants were 259 Chinese consumers, whose relevant data were collected through a questionnaire survey. The data analysis was performed with structural equation modeling using SmartPLS. Findings - The results indicate that green products’ core (functional and value-for-money) and peripheral (emotional and social) green attributes both positively influence consumer perceived value, which, in turn, positively affects their purchase intention. Perceived value plays a positive mediating role between green product attributes and consumer purchase intention. However, the moderating effect of consumer innovativeness is not significant. Research Implications - First, this study explores the impact of green product attributes on consumer purchase intention from multiple dimensions, enriching empirical research on green product attributes. This provides a theoretical foundation for enterprises to strategically implement green product marketing strategies. Furthermore, based on the research findings, we recommend that relevant enterprises emphasize green product and technology research and development, guiding consumers toward environmentally friendly purchasing behavior with targeted approaches. This, in turn, will lead to ongoing development of the green market and green consumption.