营销信息对环保型产品购买意愿的影响研究

发布时间：2018-01-02 21:26

本文关键词：营销信息对环保型产品购买意愿的影响研究　出处：《华东经济管理》2015年07期 　论文类型：期刊论文

【摘要】：文章通过实验法探究了环保型产品的营销信息,即产品和环境知识、企业社会责任信息和描述性规范信息对中国消费者环保型产品购买意愿的影响。数据显示,营销信息对环保型产品购买意愿能够产生显著影响。同时,文章还引入了他人在场情境,研究其对于购买意愿的作用以及其与营销信息的交互作用。结果显示,他人在场情境能够对消费者环保型产品购买意愿产生显著影响,且他人在场与产品和环境知识、企业社会责任信息之间存在反向协同作用。研究结论有助于推动和深化现有的环保型产品消费行为的研究。文章最后就政府推广环保行动和企业推广环保型产品给出了相应的建议。
[Abstract]:This paper probes into the influence of the marketing information of environmental protection products, that is, product and environmental knowledge, corporate social responsibility information and descriptive standard information, on the willingness of Chinese consumers to buy environment-friendly products. Marketing information can have a significant impact on the purchase intention of environment-friendly products. At the same time, the article also introduces the presence of others to study its effect on the purchase intention and its interaction with the marketing information. The results show that. The presence of others can have a significant impact on consumers' willingness to buy environmentally friendly products, and other presence and product and environmental knowledge. There is a negative synergy between corporate social responsibility information. The conclusion is helpful to promote and deepen the research on the consumption behavior of existing environmental protection products. Finally, the article discusses the government action to promote environmental protection and enterprises to promote environmental protection products. The corresponding suggestions are given.
【作者单位】：吉林大学商学院;北京大学光华管理学院;
【基金】：国家社会科学基金重点项目(12AZD021) 教育部哲学社会科学研究重大课题攻关项目(12JZD028)
【分类号】：F274;F713.55
【正文快照】： 一、引言近几年,随着雾霾天气在中国大多数城市的频繁出现,环境问题成为人们生活中无法绕开的话题。中国新一届政府已经将环境保护提高到了战略的高度,国务院总理李克强在许多场合都提到了环保的重要意义。“十二五”时期中国生态环保投入更将达到3.4万亿元。这些不仅展现了中

【参考文献】