Research on the Relationship between Green Brand and Consumer Purchase Intention
LI Hui （Civil Aviation University of China，Tianjin300300，China）
Abstract： The concept of green consumption is measured from such three aspects as customers' concern for the environment，attitude towards green products and support for green purchasing behavior. The author makes survey of 30 green brands in China，and conducts empirical research based on 288 effective questionnaires. The result shows：green brand image and green brand value positively affect customer purchasing intention but will not affect brand loyalty significantly；the concept of green consumption positively moderates the relationship of green brand image and green brand value Versus customer purchasing intention and brand loyalty. Therefore，the enterprises should，first，make the product have the attribute of environmental protection and set up the green brand image；second，they should add the environmental protection elements in the product，add actual green brand value to the product，and make the product more consistent with the expectation of the customer environment protection；and third，they should cultivate consumers’concept of green consumption，and improve the social value and economic value of enterprises’green brand through green transformation.
Key words：green marketing；green brand；customer loyalty；the concept of green consumption；brand valu