Consumer Innovativeness on Green Product Purchase Intention

Consumer innovativeness is understood as consumers' innate qualities which can make it easier for the consumers to accept and buy the innovative products. A theoretical model of the influence between consumer innovativeness and green product purchase intention is presented. A research is made to discuss the mechanism of the adjustment function of green product involvement degree to the green product purchase intention. Based on the sample of the young consumers, the built model and assumptions are validated by the structural equation model and hierarchical regression analysis. The effect of consumer innovative on the customer perceived value and customer perceived value on the consumers purchase intention is positive and significant. And the adjustment function of green product involvement to the both green perceived functional value and perceived social value is examined. So the enterprise should enhance the green products by strengthening the propagating which can promote the consumer understand and aware more about their products of interest.