自我、绿色消费情境与消费者—绿色品牌关系建立

发布时间：2018-04-12 16:54

本文选题：自我 + 绿色消费情境　；参考：《贵州财经大学学报》2017年01期

【摘要】：构建以消费者自我、绿色消费情境为前因变量及绿色品牌依恋为结果变量的消费者—绿色品牌关系研究体系,利用探索性因子分析和验证性因子分析分别确定了消费者自我、绿色消费情境和绿色品牌依恋的测量量表。在传统相关性分析的基础上采用模糊集定性比较分析方法研究了导致绿色品牌依恋的消费者自我与绿色消费情境变量组合,发现消费者自我中的社会自我与理想自我是影响消费者—绿色品牌关系建立的必要条件,且消费者自我与绿色消费情境变量组合对消费者—绿色品牌关系建立的影响具有捆绑效应和互补效应。研究结论为我国绿色品牌关系管理提供了更为多样化和差异化的选择,丰富了绿色品牌关系管理理论体系。
[Abstract]:The research system of consumer-green brand relationship, which takes consumer self, green consumption situation as the pre-dependent variable and green brand attachment as the result variable, is established by exploratory factor analysis and confirmatory factor analysis, respectively.Green consumption situation and green brand attachment measurement scale.Based on the traditional correlation analysis, this paper studies the combination of consumer self and green consumption situation variables which lead to green brand attachment by using fuzzy set qualitative comparative analysis method.It is found that the social self and ideal self in the consumer self are the necessary conditions to influence the establishment of the consumer-green brand relationship.Moreover, the combination of consumer self and green consumption situation variables has bundled effect and complementary effect on the establishment of consumer-green brand relationship.The conclusion provides a more diversified and differentiated choice for green brand relationship management in China, and enriches the theoretical system of green brand relationship management.
【作者单位】：武汉理工大学管理学院;中南财经政法大学经济学院;
【基金】：国家自然科学基金项目(71172042) 武汉理工大学自主创新研究基金项目(2012-IB-092)
【分类号】：F273.2

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