Research on the impact of consumers’ product knowledge and environmental awareness on consumers' perceived value

Abstract

In this paper, we explore whether green marketing can effectively enhance consumers' perceived value. We also analyze how product knowledge and environmental awareness enhance the role of green marketing behavior on consumers' perceived value. Through online and offline questionnaire surveys, combined with SPSS for empirical analysis, we find that for consumers who have a better understanding of product knowledge, can obtain stronger consumer perceived value through green marketing behavior, because such consumers know what products they need and what green products can meet their green consumption needs. On the other hand, for consumers with stronger environmental awareness, obtain stronger consumer perceived value through green marketing. This is because consumers prefer to consume green products to meet their own consumption effectiveness and maximize their own consumption effectiveness.