Research on the Impact of Corporate Environmental Behavior on Consumers’ Purchase Intention—A Dual-Mediator Model Based on Green Cognition and Green Perceived Value

Corporate environmental behavior is a crucial component of corporate social responsibility, concerning the sustainable development of enterprises and exerting an extensive influence on the public. Consumers, as the most vital stakeholders of enterprises, are increasingly inclined to select enterprises and their products that actively assume environmental protection responsibilities. This study centers on the impact mechanism of corporate environmental behavior on consumer purchase intention and, for the first time, constructs a dual - mediation model based on green cognition and green perceived value. By employing SPSS25.0 and AMOS26.0 statistical software to build a structural equation model for empirical analysis, the findings indicate that both the substantive and symbolic environmental behaviors of corporations can significantly influence consumers’ green cognition level and green perceived value, thereby affecting consumers’ purchase intention. Moreover, consumers’ green cognition and green perceived value also have a significant impact on their purchase intention. This study not only enriches the theoretical research on the relationship between corporate environmental behavior and consumer behavior but also offers valuable guidance for enterprises engaging in green marketing practices.