感知风险对消费者绿色产品购买意愿的影响研究

发布时间：2018-05-27 05:34

本文选题：感知风险 + 绿色产品　；参考：《武汉理工大学》2015年硕士论文

【摘要】：改革开放以来,我国经济实现了跨越式的发展,但同时也带来了自然生态环境的恶化,并且因生态环境恶化给人们生产生活带来的负面影响正在不断加剧。在环境破坏带来的压力下,政府、企业和消费者个体开始意识到实现可持续发展的重要性,而实现可持续发展的一项重要举措就是推进全民“绿色消费”。近年来,绿色产品的优点逐渐被人们了解并认可,人们对绿色消费的渴求也愈加强烈,但相比于发达国家,我国全民绿色消费仍处于较低水平,绿色产品市场发展也相对迟缓。在这种情形下,找出影响我国绿色消费的因素就显得十分重要。本文将感知风险作为切入点来研究消费者个体行为,辨别哪些因素对消费者绿色产品购买意愿产生影响,判别消费者绿色产品购买意愿是否受到感知风险的作用,分析消费者绿色产品购买意愿受不同感知风险维度的作用程度是否一致。针对上述问题,通过对国内外学者已有相关成果分析总结,本文以信任、涉入程度作为消费者购买绿色产品感知风险的前因变量,以身体风险、时间风险、绿色风险、社会风险、财务风险和功能风险作为消费者购买绿色产品感知风险的组成维度,构建出一个感知风险与消费者绿色产品购买意愿关系的概念模型并提出相应的假设。其次,以绿色家电产品为例,采用问卷调查的方式进行数据的收集,对获得的数据进行因子分析、相关分析、回归分析等处理,检验提出的假设。研究结果表明:消费者感知风险水平越高其购买绿色产品的意愿越弱,其中感知财务风险对其购买绿色产品的意愿影响最大;消费者对绿色产品的信任度越高其购买绿色产品的意愿越强,感知到的除时间风险外的其他风险水平越低;消费者对绿色产品的涉入程度越高其购买绿色产品的意愿越强,感知到的风险水平越低;不同性别的消费者感知到的风险水平不存在明显差别,但不同学历的消费者感知到的风险水平存在明显差别,不同年龄、不同职业以及不同收入的消费者在感知到的部分风险上存在明显差别;不同性别、学历、年龄、职业、收入的消费者购买绿色产品意愿的强弱和对绿色产品涉入程度的高低都存在明显差别,但他们对绿色产品的信任程度并不存在明显差别。最后,以上述研究结论为依据为国内企业在低碳经济环境下实施绿色产品营销提供一些建议并指出本文的研究不足及研究展望。
[Abstract]:Since the reform and opening up, China's economy has developed by leaps and bounds, but at the same time it has also brought about the deterioration of the natural ecological environment, and the negative impact on people's production and life brought by the deterioration of the ecological environment is becoming more and more serious. Under the pressure of environmental damage, the government, enterprises and consumers begin to realize the importance of sustainable development, and an important measure to achieve sustainable development is to promote the "green consumption" of the whole people. In recent years, the advantages of green products have been gradually understood and recognized, and the demand for green consumption has become increasingly strong. However, compared with the developed countries, the green consumption of all people in China is still at a relatively low level, and the development of green products market is relatively slow. In this case, it is very important to find out the factors that affect the green consumption of our country. This paper takes perceived risk as a starting point to study consumer's individual behavior, identify which factors have an impact on consumer's green product purchase intention, and judge whether consumer's green product purchase intention is affected by perceived risk. This paper analyzes whether consumers' green product purchase willingness is influenced by different perceived risk dimensions. In view of the above problems, through the domestic and foreign scholars have the related results analysis and summary, this article regards trust, involvement degree as the consumer purchase green product perceived risk of the pre-dependent variable, with physical risk, time risk, green risk, Social risk, financial risk and functional risk are considered as the component dimensions of perceived risk for consumers to purchase green products. A conceptual model of the relationship between perceived risk and consumers' willingness to buy green products is constructed and the corresponding assumptions are put forward. Secondly, taking green household electrical appliances as an example, the data are collected by questionnaire, and the data obtained are processed by factor analysis, correlation analysis, regression analysis and so on, and the hypotheses are tested. The results show that the higher the level of consumer perceived risk, the weaker their willingness to buy green products, and the perceived financial risk has the greatest influence on their willingness to buy green products; The higher the consumer's trust in the green product, the stronger the willingness to buy the green product, the lower the perceived risk level other than the time risk; the higher the consumer's involvement in the green product is, the stronger the consumer's willingness to buy the green product is. The perceived risk level is lower; there is no significant difference in perceived risk level among different gender consumers, but there are significant differences in perceived risk level between different educational background consumers, different ages, There are significant differences in perceived risks among consumers in different occupations and different incomes; gender, education, age, occupation, There are significant differences in the willingness of consumers to buy green products and the degree of involvement in green products, but there is no significant difference in their trust in green products. Finally, based on the above conclusions, some suggestions are provided for domestic enterprises to implement green product marketing under the low carbon economy environment, and the research deficiencies and research prospects of this paper are pointed out.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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