营销信息如何影响环保型产品的购买意愿——基于他人在场的调节效应分析

发布时间：2018-06-10 19:53

本文选题：产品相关环境知识 + 企业环保社会责任　；参考：《管理评论》2017年01期

【摘要】：本文通过实验研究发现产品相关环境知识、企业环保社会责任信息和环保描述性规范信息三类营销信息可以促进消费者对环保型产品的购买意愿。本文还发现,他人在场可以提高消费者对环保型产品的购买意愿,且他人在场抑制了产品相关环境知识、企业环保社会责任信息对购买意愿的影响,而并没有抑制环保描述性规范信息对购买意愿的影响。本文引入信息加工心理学的过滤器模型进行理论解释,并对政府推广环保行动和企业推广环保型产品给出了相应的建议。
[Abstract]:In this paper, we find that three kinds of marketing information, such as product related environmental knowledge, corporate environmental protection social responsibility information and environmental protection descriptive specification information, can promote consumers' willingness to buy environment-friendly products. It is also found that the presence of others can enhance consumers' willingness to buy environmentally friendly products, and the presence of others inhibits the environmental knowledge of products, and the influence of corporate environmental protection social responsibility information on the purchase intention. And does not restrain the environmental protection descriptive specification information to the purchase intention influence. In this paper, the filter model of information processing psychology is introduced to explain the theory, and the corresponding suggestions are given for the government to promote the environmental protection action and the enterprises to promote the environment-friendly products.
【作者单位】：吉林大学数量经济研究中心;吉林大学商学院;北京大学光华管理学院;
【基金】：国家社会科学基金重点项目(12AZD021) 教育部哲学社会科学研究重大课题攻关项目(12JZD028) 教育部人文社会科学重点研究基地重大项目(13JJD790011)
【分类号】：F713.55;F274

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