부산대학교 도서관

This research emphasized that the importance of green marketing activities elements such as green product, green price, green place, and green promotion. Moreover, it focused on verifying the effects of these four elements on purchase intention through environmental involvement. To verify this, an empirical analysis was conducted on Chinese consumers who have experienced or are considering purchasing a new energy vehicle. The research results are as follows. First, all four elements of green marketing activities improve environmental involvement. Second, environmental involvement was found to increase the level of purchase intention. Third, environmental involvement has a partial mediating effects in the relationship between the four elements of green marketing activities and purchase intention. Finally, the limitations of this study and future research directions were discussed.