基于碳标签体系的消费者行为机制研究
发布时间：2018-07-28 16:55
【摘要】：在能源危机和全球温室效应的当下,低碳经济和可持续发展成为各国平衡环境保护和经济发展的有效途径之一。碳标签是产品碳足迹的量化标注,作为一种新型的信息传递方式,能帮助引导低碳消费和低碳生产,发展低碳经济。国外的碳标签体系已日趋成熟,但我国尚处于起步阶段,对该领域的研究较为笼统和单一,关于碳标签制度推行过程中相关利益主体的行为机理尚缺乏系统的认知,这无疑凸显了相关研究的必要性和紧迫性。本文重点关注于市场推动力之一的消费者,先通过文献调研分析影响消费者行为的主要因素,继之采用问卷调查了解消费者对碳标签产品的购买意愿,再运用系统动力学和博弈理论的方法仿真消费者对碳标签产品的行为态度,模拟未来碳标签产品市场的发展态势,以期为碳标签产品的市场推行提供理论基础和决策参考。本研究表明：1、成都市消费者对碳标签的认知尚显不足,但对碳标签产品的购买意愿较高,碳标签产品有潜在的市场需求。与全国情况类似,产品价格、社会人口因素、宣传因素、感知风险、感知消费者效力、碳标签可接受度、环境意识等是可能影响消费者购买碳标签产品的主要因素。2、系统动力学仿真反映,消费者对低碳产品有潜在的偏好倾向。若以碳标签牛奶为消费对象,公众意识、教育水平、临界溢价和感知消费者效力对消费者的购买行为有显著影响。3、博弈分析揭示,企业和消费者的策略组合(贴碳标,买)是最理想的纯策略纳什均衡稳定解；在混合策略的演化博弈下,政府对企业施行动态补偿措施时,系统存在演化稳定策略,是有潜力的发展市场。4、.为有效开拓碳标签产品市场,可在初期加强宣传普及,找准目标消费群体,并辅以适宜的动态补贴措施,以鼓励企业的生产和消费者的选购。
[Abstract]:In the current energy crisis and global Greenhouse Effect, low-carbon economy and sustainable development have become one of the effective ways for countries to balance environmental protection and economic development. As a new information transmission method, carbon label can help guide low carbon consumption and low carbon production and develop low carbon economy. The foreign carbon labelling system has become more and more mature, but our country is still in the initial stage, the research on this field is relatively general and single, and the behavior mechanism of the relevant stakeholders in the implementation of the carbon labelling system is still lack of systematic cognition. This undoubtedly highlights the necessity and urgency of relevant research. This paper focuses on consumers, one of the driving forces of the market, through literature research and analysis of the main factors affecting consumer behavior, followed by a questionnaire survey to understand the consumer's willingness to buy carbon label products. Then we use system dynamics and game theory to simulate consumer's behavior attitude towards carbon label products, and simulate the development situation of carbon label product market in the future, in order to provide theoretical basis and decision reference for the implementation of carbon label product market. This study shows that the consumers in Chengdu do not have enough knowledge of carbon label, but they have a high willingness to buy carbon label products, and there is a potential market demand for carbon label products. Similar to the national situation, product prices, socio-demographic factors, propaganda factors, perceived risks, perceived consumer effectiveness, carbon labelling acceptability, Environmental awareness is the main factor that may influence consumers to buy carbon label products. System dynamics simulation shows that consumers have a potential preference for low-carbon products. Taking carbon-labeled milk as the consumption object, public awareness, education level, critical premium and perceived consumer effectiveness have a significant impact on consumer buying behavior. Under the evolutionary game of mixed strategy, when the government carries out dynamic compensation measures to enterprises, the system has evolutionary stability strategy, which is a potential development market. In order to effectively develop the market of carbon label products, we can strengthen publicity and popularization in the early stage, find out the target consumer groups, and use appropriate dynamic subsidy measures to encourage the production of enterprises and the choice of consumers.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;X24
本文编号：2150944
[Abstract]:In the current energy crisis and global Greenhouse Effect, low-carbon economy and sustainable development have become one of the effective ways for countries to balance environmental protection and economic development. As a new information transmission method, carbon label can help guide low carbon consumption and low carbon production and develop low carbon economy. The foreign carbon labelling system has become more and more mature, but our country is still in the initial stage, the research on this field is relatively general and single, and the behavior mechanism of the relevant stakeholders in the implementation of the carbon labelling system is still lack of systematic cognition. This undoubtedly highlights the necessity and urgency of relevant research. This paper focuses on consumers, one of the driving forces of the market, through literature research and analysis of the main factors affecting consumer behavior, followed by a questionnaire survey to understand the consumer's willingness to buy carbon label products. Then we use system dynamics and game theory to simulate consumer's behavior attitude towards carbon label products, and simulate the development situation of carbon label product market in the future, in order to provide theoretical basis and decision reference for the implementation of carbon label product market. This study shows that the consumers in Chengdu do not have enough knowledge of carbon label, but they have a high willingness to buy carbon label products, and there is a potential market demand for carbon label products. Similar to the national situation, product prices, socio-demographic factors, propaganda factors, perceived risks, perceived consumer effectiveness, carbon labelling acceptability, Environmental awareness is the main factor that may influence consumers to buy carbon label products. System dynamics simulation shows that consumers have a potential preference for low-carbon products. Taking carbon-labeled milk as the consumption object, public awareness, education level, critical premium and perceived consumer effectiveness have a significant impact on consumer buying behavior. Under the evolutionary game of mixed strategy, when the government carries out dynamic compensation measures to enterprises, the system has evolutionary stability strategy, which is a potential development market. In order to effectively develop the market of carbon label products, we can strengthen publicity and popularization in the early stage, find out the target consumer groups, and use appropriate dynamic subsidy measures to encourage the production of enterprises and the choice of consumers.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;X24
【参考文献】
相关期刊论文 前1条
1 帅传敏;张钰坤;;中国消费者低碳产品支付意愿的差异分析——基于碳标签的情景实验数据[J];中国软科学;2013年07期
，本文编号：2150944
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