Volume 29, Issue 2
DOI: 10.24205/03276716.2020.260
CORRELATION BETWEEN GREEN MARKETING AND PURCHASE DECISION: AN ANALYSIS BASED ON ELECTROENCEPHALOGRAM SIGNALS
Abstract
With the growing awareness of environmental protection, more and more enterprises have made green marketing an important metric of performance evaluation. Referring to the relevant literature, this paper simplifies the purchase scenarios in the supermarket, and puts forward several hypotheses on the relationship between green marketing, corporate commitment and purchase decision. Next, two event-related potential (ERP) experiments were carried out to verify the impact of green market on purchase decision, and the impact of corporate commitment on the buyer in the presence of green marketing. The results show that both green marketing and corporate commitment promote the purchase behaviour; the two factors attract much attention in the early stage of cognition, appearing as a large amplitude of P2 components; the consumer has a great cognitive conflict when he/she chooses to buy from a supermarket with green marketing/corporate commitment, as evidenced by the large amplitude of P2 components; the differential green marketing/corporate commitment scenario leads to the higher risk of decision-making, inducing more cognitive conflicts. The research results provide a reference for enterprises to formulate green marketing plans and attract potential buyers.
Keywords
Event-Related Potential (ERP), Green Marketing, Purchase Decisions, Corporate Commitment.