合理性视角下企业的环境责任行为与消费者响应:解释水平的调节效应

发布时间：2018-06-05 03:37

本文选题：企业环境活动 + 环境合理性　；参考：《商业经济与管理》2017年01期

【摘要】：深入了解消费者如何响应不同类型的环境活动是企业有效开展绿色营销的重要前提。文章引入解释水平理论,对制度理论研究中有关象征性环境活动和实质性环境活动的后果进行了充实和拓展。通过一项实验,研究发现,消费者对企业环境活动的反应会受到解释水平倾向的影响。相比低解释水平的消费者,高解释水平的消费者对象征性环境活动的环境合理性感知更高;在评价实质性环境活动时,这一差异并未出现。文章还发现,消费者的环境合理性感知在环境活动与解释水平的交互项和消费者的购买意愿之间起到了中介作用。最后,研究探讨了结论的意义以及企业如何利用这一结论开展绿色营销。
[Abstract]:Understanding how consumers respond to different types of environmental activities is an important prerequisite for enterprises to carry out green marketing effectively. By introducing the theory of interpretation level, this paper enriches and expands the consequences of symbolic environmental activities and substantive environmental activities in the study of institutional theory. In an experiment, the study found that consumers' responses to corporate environmental activity were influenced by the tendency to interpret. Compared with the consumers with low interpretation level, the consumers with high interpretation level had higher perception of environmental rationality of symbolic environmental activities, and this difference did not appear when evaluating substantive environmental activities. It is also found that consumers' perception of environmental rationality plays an intermediary role between the interaction of environmental activities and the level of interpretation and consumers' willingness to buy. Finally, the paper discusses the significance of the conclusion and how to use the conclusion to carry out green marketing.
【作者单位】：长沙理工大学经济与管理学院;武汉大学经济与管理学院;
【基金】：国家自然科学基金重点项目(71532011);国家自然科学基金青年项目(71402010) 国家社会科学基金青年项目(11CGL036) 高等学校博士学科点专项科研基金新教师类资助项目(20134316120005)
【分类号】：F713.55;F270;F274

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