Research on the Mechanism of Heterogeneous Corporate Environmental Responsibility in Z-Generation Consumers’ Sustainable Purchase Intention

As the public’s awareness of environmental protection and their concern for environmental issues increase, more and more companies are focusing on fulfilling their environmental responsibilities and meeting the green needs of consumers through diverse environmental behaviors. Based on the stimulus-organic-response model, this study adopts the scenario experiment method to explore the psychological response mechanism of consumers to heterogeneous corporate environmental responsibility behavior and their response to consumer behavior intentions using the two approaches of deep (psychological contract) and shallow (product sustainability perception) from the mechanisms of consumer psychological responses. Additionally, the research was conducted using the experimental scenario method and analyzed using an ANOVA and linear regression model. The results show that: consumers of Generation Z have stronger sustainable purchase intentions in the face of substantive environmental behaviors rather than symbolic environmental behaviors; consumers’ environmental self-efficacy plays a moderating role in the influence of corporate environmental responsibility behaviors on sustainable purchase intentions; and product sustainability perceptions and consumer psychological contracts have a dual mediating effect between corporate environmental responsibility behaviors and consumers’ sustainable purchase intentions. The conclusions enrich the diversity of the paths of influence of corporate environmental responsibility on consumer behavior and provide a theoretical basis for companies to effectively fulfill their environmental responsibility and choose environmentally friendly behaviors.