基于专业知识的价值属性与绿色购买行为

发布时间：2018-02-04 22:10

本文关键词： 绿色价值属性专业知识绿色购买行为　出处：《企业经济》2015年03期 　论文类型：期刊论文

【摘要】：以绿色食品消费者为调查对象以绿色食品消费者为调查对象,从消费价值属性的角度,运用SPSS16.0软件考察了绿色价值属性与绿色购买行为之间的关系的关系,并加入消费者专业知识调节变量来解释价值属性对人们购买行为影响的差异性。研究发现研究发现:绿色价值属性中的功能价值、情感价值、社会价值及绿色价值对绿色购买行为有显著的正向影响社会价值及绿色价值对绿色购买行为有显著的正向影响,消费者专业知识对价值属性与绿色购买行为之间的关系有显著的调节效应。据此据此,对绿色食品企业营销提出相应建议,以促进消费者的绿色购买行为。
[Abstract]:Take the green food consumer as the investigation object, take the green food consumer as the investigation object, from the consumption value attribute angle. The relationship between green value attribute and green purchase behavior is investigated by using SPSS16.0 software. And add consumer professional knowledge adjustment variables to explain the impact of value attributes on people's purchase behavior. The study found that: green value attribute in the functional value, emotional value. Social value and green value have significant positive influence on green purchase behavior and green value has significant positive influence on green purchase behavior. The relationship between value attribute and green purchase behavior is significantly regulated by consumers' professional knowledge. Based on this, some suggestions on green food enterprise marketing are put forward in order to promote the green purchase behavior of consumers.
【作者单位】：南京师范大学商学院;
【分类号】：F713.55;F224
【正文快照】： [DOL]10.13529/j.cnki.enterprise.econconomy.2015.03.038omy.一、引言经济的发展带来人们物质文化财富增长经济的发展带来人们物质文化财富增长,但也引起一系列环境污染和资源浪费问题。于是绿色消费蓬勃兴起于是绿色消费蓬勃兴起,绿色购买行为亦成为企业界和学业界的研究热

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