THE INFLUENCE OF GOVERNMENT SUPPORT ON GREEN PURCHASE INTENTION

Green consumption is the main driving force for sustainable economic growth and the main factor for the high-quality economic development of various countries. Based on the S-O-R (stimulus-organism-response) theory, this paper constructs a conceptual model of green purchase intention with government support as an independent variable, green trust as an intermediary variable, and green purchase intention as a dependent variable. An empirical analysis has been carried out. The research shows that the government's material, informational, and emotional support all have a positive impact on consumers' green trust, and green trust plays a mediating role between government support and green purchase intention.