中国传统文化价值观对环保行为的影响——基于消费者绿色产品购买行为

发布时间：2018-05-07 22:25

本文选题：文化价值观 + 自我建构　；参考：《上海财经大学学报》2015年02期

【摘要】：为了探索中国传统的文化价值观对消费者环保行为的影响,文章研究消费者的依存型自我建构与其绿色产品购买行为之间的相互关系。依存型自我建构是一种将自己的态度和行动建立在其他关系人的思想、情感和行动基础之上的自我;而绿色产品购买行为是消费者购买原料、生产过程、使用和报废后处理等都有利于生态环境保护的产品的行为。文章采用AMOS17.0软件,以871份问卷数据为样本对它们的影响关系进行了检验,研究结果表明,消费者的依存型自我建构对其绿色购买行为具有显著的影响。这一研究结果不但说明中国传统文化价值对消费者的环保行为具有一定影响,而且为绿色营销的市场瞄准和定位提供了新的依据,企业可以根据消费者的依存型自我建构找到绿色产品的主要顾客群,并针对顾客群的依存型自我建构特征设计和推广产品品牌和企业形象。
[Abstract]:In order to explore the influence of Chinese traditional cultural values on consumer's environmental protection behavior, this paper studies the relationship between consumer's dependent self-construction and their green product purchase behavior. Self-construction of dependence is the self based on the thought, emotion and action of other related person, and the purchase behavior of green product is the process of purchasing raw materials and production. Use and waste treatment are beneficial to the ecological environment protection of the product behavior. This paper uses AMOS17.0 software to test the influence of 871 questionnaire data. The results show that the dependent self-construction of consumers has a significant impact on their green buying behavior. The results of this study not only show that Chinese traditional cultural values have a certain impact on consumers' environmental protection behavior, but also provide a new basis for the market targeting and positioning of green marketing. Enterprises can find out the main customer groups of green products according to the dependent self-construction of consumers, and design and promote the product brand and enterprise image according to the self-construction characteristics of the customer group.
【作者单位】：广西大学商学院;
【基金】：广西哲学社会科学“十二五”规划项目“广西北部湾经济区复杂系统框架下的绿色营销研究”(11FGL032)
【分类号】：G122;F713.55

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