房地产企业环境责任对消费者购买意向影响的研究

发布时间：2018-01-08 17:31

本文关键词：房地产企业环境责任对消费者购买意向影响的研究　出处：《浙江财经学院》2013年硕士论文　论文类型：学位论文

【摘要】：随着国家对环境的管制、国际绿色壁垒的兴起、消费者环保意识的觉醒，房地产企业以牺牲环境为代价的粗放型的发展已经不能适应时代的发展。房地产企业要想生存，需要以可持续发展为战略，需要在这种绿色浪潮中进行改革。作为国民经济支柱的房地产企业有义务承担环境责任，但承担环境责任也意味着成本的增加。因此，房地产企业履行环境责任，除了自身觉悟的提高，还需要得到利益相关者的认可。消费者是企业最重要的利益相关者之一，其对企业环境责任的看法和评价无疑对促进企业承担环境责任有着至关重要的影响。因此，本文以房地产企业环境责任为研究目标，分析其对消费者购买意向的影响机制。本文针对房地企业发展现状，结合房地产企业全生命周期评价和消费者效用理论，基于消费者感知角度将房地产企业环境责任分为三个维度—直接效用、间接效用、可持续发展。在此基础上，理论分析了房地产企业环境责任整体以及各个维度对消费者购买意向的影响。从消费者心理感知的角度，引入企业声誉和消费者企业认同两个中介变量，沿着房地产企业环境责任—企业声誉—消费者购买意向，，房地产企业环境责任—消费者企业认同—消费者购买意向的逻辑思路，阐述了企业环境责任对消费者购买意向的影响机制，最后根据研究结论探讨了对管理实践的启示。本文基于文献综述及消费者合理行为理论分析认为企业声誉和消费者企业认同作为态度构念，将会影响消费者购买意向；企业环境责任也会通过主观规范影响消费者购买意向。在对前人研究文献总结中，本文还发现企业社会责任或环境责任均可作为企业声誉和消费者企业认同的构成因素，因此本文提出企业环境责任分别影响企业声誉和消费者企业认同。本文利用消费者心理学、市场营销学、社会统计分析方法等方法并通过理论与实证分析，得出如下结论： 1.房地产企业环境责任对企业声誉有直接正向影响，其中房地产企业环境责任的消费者直接效用、消费者间接效用和企业可持续发展也对企业声誉有直接正向影响，但影响程度不一样。消费者直接效用对企业声誉影响最大，其次是企业可持续发展，最后是企业消费者间接效用。 2.房地产企业环境责任对消费者企业认同有直接正向影响，其中房地产企业环境责任的消费者直接效用、消费者间接效用和企业可持续发展也对消费者企业认同有直接正向影响。消费者直接效用对消费者企业认同影响最大，其次是企业可持续发展，最后是消费者间接效用。 3.房地产企业环境责任对消费者购买行为有直接正向影响，其中房地产企业环境责任的消费者直接效用、消费者间接效用和可持续发展也对消费者购买意向有直接正向影响。消费者直接效用对消费者企业认同影响最大，其次是消费者间接效用，最后是企业可持续发展。 4.企业声誉和消费者企业认同都对消费者购买意向有直接正向影响。 5.企业声誉和消费者企业认同都部分中介了房地产企业环境责任整体与消费者购买意向。 6.不同背景的消费者对房地产企业环境责任支持有差异性，以及房地产企业承担环境责任，消费者愿意支付的溢价也要差异性。
[Abstract]:With the control of the state of the environment, the rise of international green barriers, consumer awareness of environmental protection, extensive development of real estate enterprises at the expense of sacrificing the environment cannot adapt to the development of the times. The real estate enterprises in order to survive, to the sustainable development strategy, the need for reform in this green tide as a pillar. The national economy of the real estate enterprises have the obligation to assume responsibility, but also environmental responsibility means that the cost increase. Therefore, the real estate enterprises to fulfill the environmental responsibility, in addition to improving their own consciousness, also need to stakeholder approval. The consumer is one of the most important stakeholders of the enterprise, its views and evaluation responsibilities the business environment will undoubtedly have a crucial impact on the promotion of corporate environmental responsibility. Therefore, based on the real estate enterprise environmental responsibility as the research object, analysis of the The influence mechanism of consumer purchase intention.
According to the development of the real estate enterprise status, combined with the real estate enterprise life cycle assessment and consumer utility theory, consumer perception based on the perspective of the real estate enterprise environmental responsibility is divided into three dimensions: direct effect, indirect effect, sustainable development. Based on the theory analysis of the impact of the real estate enterprise environmental responsibility and overall dimensions on consumer purchase intention. From consumer perception perspective, the introduction of corporate reputation and consumer Corporate Identification two intermediate variables, along the real estate enterprise environmental responsibility and corporate reputation and consumer purchase intention, the logic of real estate enterprise environmental responsibility - consumer identification - consumer purchase intention, explains the influence mechanism of corporate environmental responsibility the consumer purchase intention, according to the research results of management practice in China.
This paper argues that the analysis of literature review and reasonable consumer behavior theory of corporate reputation and corporate identity as consumers attitude constructs based on, will affect the consumer purchase intention; the environmental responsibility of enterprises will influence consumers' purchase intention through subjective norms. In the summary of previous research literature, this paper also finds that the corporate social responsibility and environmental responsibility can be used as the corporate reputation and consumer corporate identity factors, this paper puts forward the environmental responsibility of enterprises are affecting corporate reputation and consumer corporate identification.
This paper makes use of the methods of consumer psychology, marketing, and social statistical analysis, and draws the following conclusions through theoretical and empirical analysis.
1. real estate enterprise environmental responsibility has a direct positive impact on corporate reputation, the real estate enterprise environmental responsibility of the consumer direct utility, consumer indirect utility and the sustainable development of the enterprises also have a direct positive impact on corporate reputation, but the influence is not the same. Consumer direct utility maximum impact on corporate reputation, followed by the sustainable development of enterprises, and finally indirect utility enterprises and consumers.
2. real estate enterprise environmental responsibility has a direct positive effect on consumer corporate identity, in which the real estate enterprise environmental responsibility of the consumer direct utility, consumer indirect utility and the sustainable development of the enterprises also have a direct positive impact on consumer corporate identification. Consumers directly influence on consumer utility maximization of corporate identity, followed by the sustainable development of enterprises, and finally consumer indirect utility.
3. real estate enterprise environmental responsibility has a direct positive effect on consumer purchase behavior, in which the real estate enterprise environmental responsibility of the consumer direct utility, consumers indirect utility and sustainable development of consumer purchase intention has a direct positive effect. The greatest impact on the consumer direct utility consumer company identification, followed by consumer indirect utility, finally is the sustainable development of enterprises.
4. corporate reputation and consumer corporate identity have a direct positive impact on consumer purchase intentions.
5. the corporate reputation and consumer corporate identity all mediate the overall environmental responsibility of the real estate enterprise and the consumer purchase intention.
6., consumers of different backgrounds have different support for the environmental responsibility of real estate enterprises, and the premium that the real estate enterprises undertake is also different from the consumers' willingness to pay.

【学位授予单位】：浙江财经学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.23;F224

【相似文献】