Abstract

With the rise of eco-awareness and innovation in recent years, companies have constantly sought to be the first
to introduce new green-concept products to the market to gain a larger market share. However, it is unclear
whether consumer awareness of green marketing and innovation will increase purchase intention. This issue
requires an in-depth discussion. This study uses energy-saving lamps and environmental cleanser as examples,
using a literature review and empirical research to explore the correlations between consumer awareness of green
marketing, perceived innovation, perceived quality, perceived price, perceived risk, perceived value, and
purchase intention. Further, an overall relationship model is established.
An analysis of 320 effective questionnaires about energy-saving lamp and 310 effective questionnaires about an
environmental cleanser resulted in three main findings: (1) Consumers’ green marketing awareness of both
energy-saving lamp and an environmental cleanser mainly influences their perceived quality and perceived value,
which in turn influence purchase intention. (2) Consumers’ perceived innovation of energy-saving lamp mainly
influences their perceived quality, perceived price, and perceived value, while consumers’ perceived innovation
of an environmental cleanser mainly influences their perceived quality and perceived value, all of which in turn
influence purchase intention. (3) The results for the two products indicate that the impact of consumers’ green
marketing awareness on purchase intention is greater than the impact of perceived innovation. Through SEM
analysis, this study establishes a valid relationship model for green products and identifies the main influence
paths. In addition, measurement variables and a scale were established, which provide academics and industry
with critical research tools and concepts that should be of academic and practical value.

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