碳标签产品青年消费者购买意愿研究

发布时间：2018-03-25 04:16

本文选题：碳标签　切入点：低碳消费　出处：《北京外国语大学》2017年硕士论文

【摘要】：人类历史进程源远流长,在改造和利用大自然的过程中取得了 "丰功伟绩"。伴随着社会的进步,全球气候变暖等潜在风险逐渐浮出水面。为了人类的持续发展以及应对国际贸易碳壁垒,各国纷纷采取碳标签措施,中国在碳标签领域也开始逐渐发力。但是,单单依靠法律框架以及政府对生产者的约束还远远不够。减排治理不应忽视产业链的关键一环—消费者,应推动消费者行使自己的"选票"功能,"倒逼"企业不断研发低碳环保技术、生产低碳环保产品从而达到减少碳排放的目标。在消费者群体中,青年消费者在认知水平、教育背景、接受能力以及消费能力成长性等方面具有诸多优良特性。碳标签在我国尚未广泛推广,概念相对新颖,因此,选择青年消费群体为研究对象,更具现实意义。本文回顾了国内外碳标签领域的研究现状,并重点梳理了关于碳标签认知、碳标签设计以及消费者购买意愿影响因素等领域的文献,结合ABC态度模型、合理行为理论、计划行为理论、价值-信念-规范理论及态度-行为-情境理论等建立碳标签产品购买意愿影响因素模型;通过设计调查问卷,收集数据并运用结构方程模型等实证分析方法研究不同的碳标签设计方式、碳标签认知度、碳标签信任度、参考群体、消费态度以及人口统计因素等消费意愿影响因素;最终,对本文结论进行总结分析,并针对研究结果对如何引导青年消费者关注碳标签、如何推广低碳消费提出政策建议。本文主要研究结论是:作为最具成长性的消费群体,大部分青年消费者对碳标签及其相关制度并不了解;其次,碳标签设计方式、购买态度、参考群体、婚姻状态、收入水平等均对低碳消费意愿产生显著影响;碳标签认知度、信任度以及学历层次、性别等对低碳消费意愿的影响并不显著;碳标签认知度以购买态度为中介,对碳标签产品购买意愿产生显著影响。本文的创新点在于,将碳标签设计因素加入到碳标签产品购买意愿模型中,分析何种碳标签更能有效引导消费者,并针对研究结论为我国碳标签设计提出相关建议。本文的研究不足:首先,碳标签概念相对新颖,消费者大多不具有相关消费经验,测量结果存在一定误差不可避免,后续研究应将调查问卷与实验法相结合,模拟真实的购物环境,更加直观的测度消费者对碳标签产品的购买意愿;其次,运用调查问卷方式获取数据,在样本代表性方面具有局限性;再者,碳标签产品形形色色,购买意愿影响因素多种多样,价格、价值观、环境知识等因素有待后续研究;最后,购买意愿并不代表真正的消费行为,因此,有必要探究购买意愿与消费行为之间的关系。
[Abstract]:The history of mankind goes back to ancient times and has made great achievements in the process of transforming and utilizing nature. The potential risks of global warming are surfacing. For the sake of sustainable human development and dealing with the carbon barriers to international trade, countries have adopted carbon labelling measures, and China has gradually begun to exert efforts in the field of carbon labelling. It is not enough to rely solely on the legal framework and government constraints on producers. The governance of emission reductions should not ignore consumers, a key link in the industrial chain. Consumers should be promoted to exercise their "vote" function, and enterprises should be "forced" to develop low-carbon environmental protection technologies and produce low-carbon environmentally friendly products so as to achieve the goal of reducing carbon emissions. In the consumer community, young consumers are at a level of awareness. Education background, acceptability and growth of consumption ability have many excellent characteristics. Carbon label has not been widely popularized in our country, and the concept is relatively new. Therefore, the young consumer group is chosen as the research object. This paper reviews the current situation of carbon labelling research at home and abroad, and focuses on combing the literature on carbon labelling cognition, carbon labelling design and influencing factors of consumers' willingness to buy, combined with ABC attitude model. Rational behavior theory, planning behavior theory, value-belief-norm theory and attitude-behavior-situation theory are used to establish the influencing factors model of carbon label product purchase intention, and the questionnaire is designed. Collecting data and using empirical analysis methods such as structural equation model to study different carbon label design methods, carbon label recognition, carbon label trust, reference group, consumer attitude and demographic factors. The conclusion of this paper is summarized and analyzed, and the policy recommendations on how to guide young consumers to pay attention to carbon labelling and how to promote low carbon consumption are put forward. The main conclusions of this paper are as follows: as the most growing consumer group, Most young consumers do not know about carbon labelling and its related systems; secondly, carbon labelling design, purchase attitude, reference groups, marital status, income level and so on all have a significant impact on low carbon consumption willingness. The influence of trust, educational level and gender on low carbon consumption willingness is not significant. Carbon label recognition, mediated by purchasing attitude, has a significant impact on carbon label product purchase intention. The carbon label design factor is added to the carbon label product purchase intention model to analyze which carbon label is more effective to guide the consumer, and to put forward the relevant suggestion for our country carbon label design according to the research conclusion. The concept of carbon label is relatively novel, most consumers do not have relevant consumption experience, there are certain errors in the measurement results. The follow-up research should combine the questionnaire with the experimental method to simulate the real shopping environment. A more intuitive measure of consumers' willingness to buy carbon label products; secondly, the use of questionnaires to obtain data, in terms of sample representativeness has limitations; moreover, carbon label products of all kinds, There are many factors affecting purchase intention, such as price, values, environmental knowledge and so on. Finally, purchase intention does not represent real consumption behavior. Therefore, it is necessary to explore the relationship between purchase intention and consumption behavior.
【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;C912.6;C913.5

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