The Influence of European Perceptions of China's Environmental Image on Purchase Intentions and Word of Mouth: Exploring Moderating Effects of Claim and Product Types

Abstract

This thesis investigates European consumers’ perceptions of China’s green country image and the effect on willingness to buy and provide word of mouth for Chinese products. Additionally, the roles of claim types (functional and emotional) and product types (utilitarian and hedonic) are explored. The research applies a mixed-methods approach where both quantitative (questionnaire) and qualitative (interviews) data are collected. Quantitative methods include a regression analysis, followed up by simple slopes analysis. A thematic analysis is applied to the qualitative findings. Our findings reveal that quantitative results demonstrate a significant, positive influence of perceived green country image on both willingness to buy and word of mouth intentions for Made in China products. Both functional and emotional claims independently contribute positively to willingness to buy, emphasising their importance in marketing strategies. Interestingly, emotional claims were found to be more effective for utilitarian products, challenging traditional marketing theories and indicating a more nuanced understanding of consumer responses to marketing messages. Several limitations appear in our research, including distortion of Likert scales and sample population among others. The practical implications suggest that firms should strategically incorporate a mix of emotional and functional claims, a need for a comprehensive approach to enhancing China’s green country image through transparent communication and partnerships, and the consideration of peripheral factors to effectively address consumer behaviour and perception challenges. This study presents original contributions by empirically demonstrating the effects of country image in an ecological context on consumer behaviours. Additionally, this study integrates and extends theories such as the Theory of Reasoned Action and the halo model effect by providing evidence that environmental knowledge and positive perceptions can enhance consumer trust and engagement.