Journal
INTERNATIONAL JOURNAL OF LOGISTICS-RESEARCH AND APPLICATIONS
Volume 25, Issue 4-5, Pages 678-693Publisher
TAYLOR & FRANCIS LTD
DOI: 10.1080/13675567.2021.1914564
Keywords
Online platform; green logistics practice; cause-related marketing; green and public image; green and public concern
Categories
Funding
- National Natural Science Foundation of China [71971027, 91746110, 71521002]
- Beijing Philosophy and Social Science Foundation [19JDGLB017]
- Beijing Science and Technology Plan [Z181100004118003]
- Special Items Fund of Beijing Municipal Commission of Education
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This study investigates the impact of green logistics practice and cause-related marketing measures on consumers' purchase intention, finding that these measures can promote the establishment of green and public image, ultimately improving consumers' purchase intention. The research also confirms the moderating role of consumers' environmental protection and public welfare concerns, which enhance the positive effect of green and public image on purchase intention.
The development of e-commerce is inseparable from the support of logistics industry, which has somewhat caused pressure on resource, energy, and environment. In the process of platform operation, managers must balance economic, social, and environmental benefits. At present, the green logistics practice (GLP) and cause-related marketing (CRM) measures adopted by the platform are costly. Combined with stimulus-organism-response theory and existing literature, this study discusses whether GLP and CRM can establish a good image and further improve consumers' purchase intention under the moderating effect of consumers' environmental protection and public welfare concerns. Based on the questionnaire survey of respondents with stable shopping experience on the platform, this study conducted statistical analysis and obtained the following results. First, GLP and CRM measures can promote the establishment of green and public image. Second, green and public image can improve the purchase intention of consumers. Third, we confirmed the moderating role of green and public concern and found that it can strengthen the positive effect of green and public image on green and public purchase intention. Our findings provide evidence for platforms to take environmental protection and public welfare measures to maintain long-term competitive advantage.
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