消费者可持续性知识对绿色消费行为的影响——以品牌可持续性感知为中介

发布时间：2018-03-25 00:36

本文选题：消费者知识　切入点：品牌可持续性感知　出处：《中国流通经济》2017年07期

【摘要】：以计划行为理论等经典消费者行为模型为基础,可系统探索消费者占有的一般性、专业性及专门性可持续性知识对其绿色消费行为的影响。抽取558名典型消费者样本的实证研究表明,消费者占有的可持续性知识对绿色消费行为存在积极影响;消费者对品牌可持续性的感知是可持续性知识影响消费行为的中介变量,它完全中介了一般性知识和专业性知识对绿色消费行为的影响,部分中介了专门性知识对绿色消费行为的影响;消费者一般性知识与专门性知识并不对立,互相关程度较高。一方面,该研究揭示了绿色消费行为的知识驱动机制,为绿色消费行为研究提供了新的理论构建;另一方面,该研究为绿色营销及可持续性管理提供了理论依据和工作思路。
[Abstract]:Based on classical consumer behavior models such as planning behavior theory, we can systematically explore the generality of consumer possession. The influence of professional and specialized sustainability knowledge on green consumption behavior. The empirical study of 558 typical consumer samples shows that the sustainable knowledge of consumer possession has a positive impact on green consumption behavior; Consumer perception of brand sustainability is the intermediary variable of sustainable knowledge influencing consumption behavior. It completely mediates the influence of general knowledge and professional knowledge on green consumption behavior. It partly mediates the influence of specialized knowledge on green consumption behavior; the general knowledge of consumers is not opposed to specialized knowledge, and the degree of correlation is relatively high. On the one hand, the study reveals the knowledge driving mechanism of green consumption behavior. On the other hand, the research provides a theoretical basis and working ideas for green marketing and sustainable management.
【作者单位】：广东金融学院工商管理系;
【基金】：广东省自然科学基金项目“基于品牌可持续性涌现的复杂系统研究”(2015A030313703) 广东省普通高校创新强校工程项目“城市社区户外公共休闲空间剥夺对居民休闲生活指数的效应研究”(2015WTSCX074)、“CSR2.0与可持续创业”(20170408112)
【分类号】：F713.55

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