基于绿色品牌的消费者行为研究

发布时间：2018-06-26 20:36

本文选题：绿色品牌 + 绿色消费　；参考：《天津大学》2012年博士论文

【摘要】：自改革开放至今，我国经济持续高速增长，人民生活水平不断提高，取得了令世人瞩目的成就。但粗放型经济增长模式仍未从根本上得以改变，进入21世纪，资源环境与社会经济发展之间的矛盾越发凸显，且其已经成为我国经济社会发展的瓶颈因素，倘若继续沿袭粗放型的传统经济发展模式，资源将难以为继，人类赖以生存的自然生态环境将不堪重负。随着环保运动在世界范围内的深入开展，以消除和减少企业在生产经营过程中对生态环境影响的绿色消费浪潮必将成为引领企业主宰未来市场，实现可持续发展战略的必然选择。积极发展绿色经济既利于加快形成节约资源和保护自然生态环境的产业结构、增长方式、消费方式；又有利于建设资源节约型、环境友好型社会，促进人与自然的和谐发展。因此，深入研究后经济危机时代城市消费者基于绿色品牌的消费行为特征就显得尤为重要了。目前，国内学术界涉及绿色品牌消费行为研究领域的科研成果较少，且多以定性分析为主，实证研究偏少。基于上述考虑，本文从可持续发展视角切入，对消费者基于绿色品牌的消费行为进行系统分析和实证研究，以期为可持续消费模式提供新的研究视角和实证经验，其主要研究内容包括：首先，回顾了国内外学者基于绿色品牌消费行为的相关文献，对影响消费者绿色消费行为的相关理论进行系统梳理，分别从绿色营销理论、绿色品牌研究及消费者行为理论三个层面进行系统分析，为后续实证研究工作奠定了坚实的理论基础。其次，，本文将影响消费者对绿色品牌选择的前置因素归纳为：社会心理因素、情境因素、经济因素和社会人口因素四个层面16个维度，并针对每一个维度进行严谨的理论推导及研究假设，提出了基于绿色品牌消费行为影响因素模型。再次，本文通过实证研究的方式，对低碳经济环境下天津市消费者进行绿色消费的相关数据进行分析，系统考察影响消费者进行绿色消费的相关因素，并运用数理统计方法对理论模型进行严格检验。最后，深入探讨对现代企业绿色营销、政府及环保NGO公共管理的启示。强调通过引入服务质量差距模型来有效弥补绿色消费顾客满意度与企业服务质量之间所存在的差距。此外，基于绿色营销在我国发展的现状，从企业、政府、环保NGO三个层面分析其对消费者绿色消费行为的影响，并基于各自不同的视角切入，探讨其对实施绿色营销、促进绿色消费方面所发挥的积极、能动作用。在此基础上，提出了基于可持续发展视角下的国内绿色营销新四力模型。
[Abstract]:Since the reform and opening up to date, China's economy continues to grow at a high speed, and the people's living standards are constantly improving, which has made remarkable achievements in the world. However, the pattern of extensive economic growth has not been fundamentally changed. In the 21st century, the contradiction between resources, environment and social and economic development has become more and more prominent, and it has become the bottleneck factor of our country's economic and social development. If we continue to follow the extensive traditional economic development model, the resources will be difficult to continue, and the natural ecological environment on which mankind depends will be overwhelmed. With the development of the environmental protection movement in the world, the green consumption tide of eliminating and reducing the influence of enterprises on the ecological environment in the process of production and operation will become the leading enterprise to dominate the future market. The inevitable choice to realize the strategy of sustainable development. The positive development of green economy not only helps to accelerate the formation of industrial structure, growth mode and consumption mode of saving resources and protecting natural ecological environment, but also helps to build a resource-saving, environment-friendly society and promote the harmonious development of man and nature. Therefore, it is particularly important to study the characteristics of urban consumers' consumption behavior based on green brand in the post-economic crisis era. At present, there are few research achievements in the field of green brand consumption behavior in domestic academic circles, and most of them are qualitative analysis, but the empirical research is less. Based on the above considerations, this paper makes a systematic analysis and empirical research on consumer's consumption behavior based on green brand from the perspective of sustainable development, in order to provide a new perspective and empirical experience for sustainable consumption patterns. The main research contents are as follows: firstly, reviewing the relevant literature of domestic and foreign scholars based on green brand consumption behavior, systematically combing the relevant theories affecting consumer green consumption behavior, respectively from the green marketing theory. Three levels of green brand research and consumer behavior theory are systematically analyzed, which lays a solid theoretical foundation for the follow-up empirical research. Secondly, this paper concludes the pre-factors that influence consumers' choice of green brand into four dimensions: social psychological factors, situational factors, economic factors and socio-demographic factors. Based on the rigorous theoretical derivation and research hypothesis of each dimension, this paper puts forward a model of influencing factors based on green brand consumption behavior. Thirdly, through the way of empirical research, this paper analyzes the relevant data of green consumption of consumers in Tianjin under the low carbon economy environment, and systematically investigates the relevant factors that affect the green consumption of consumers. The mathematical statistical method is used to strictly test the theoretical model. Finally, the enlightenment to modern enterprise green marketing, government and environmental protection NGO public management is discussed in depth. It is emphasized that the gap between green consumer satisfaction and enterprise service quality can be effectively bridged by introducing the service quality gap model. In addition, based on the current situation of green marketing in our country, this paper analyzes the influence of green marketing on consumer green consumption behavior from three aspects: enterprise, government and environmental protection NGO, and discusses its impact on the implementation of green marketing from different perspectives. To promote green consumption to play an active and dynamic role. On this basis, a new four-force model of domestic green marketing based on sustainable development is put forward.
【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F273.2;F205;F224

【参考文献】