Environmental Regulations, Green Marketing, and Consumers’ Green Product Purchasing Intention: Evidence from China

With the strengthening of social environmental regulations, consumers’ green products purchasing intention is also increasing significantly. Simultaneously, green marketing activities have developed into a vital factor affecting consumers’ green products purchasing intention. The first research aim of this paper is to reveal the important relationship between environmental regulation and consumers’ green products purchasing intention. Furthermore, another research aim is to reveal the role of green marketing in environmental regulation and consumers’ green products purchasing intention. To achieve the above purpose, we primarily employ regression analysis, threshold effect analysis, spatial spillover effect analysis, and heterogeneity tests. We come up with some conclusions. First of all, environmental regulations could enhance consumers’ green product purchasing intention. With the reinforcement of environmental regulations, consumers’ green product purchasing intention could be effectively elevated. Secondly, green marketing is a positive mediator of the environmental regulations that affect the consumers’ green product purchasing intention. By enhancing their green marketing capabilities, businesses could also strengthen consumers’ green product purchasing intention. Lastly, in different regions of China, the impact of environmental regulations and green marketing on consumers’ green product purchasing intention varies. In the Eastern region, the influence of environmental regulations on consumers’ green product purchasing intention is most prominent. However, green marketing exerts the greatest impact on the consumers’ green product purchasing intention in the Western region. In addition, this paper provides significant insights for the managers in making management decisions. This is beneficial for enhancing consumers’ green product purchasing intention.