环境标志、信息框架对消费者绿色购买影响的实证研究

发布时间：2018-04-11 09:18

本文选题：环境标志 + 信息框架　；参考：《长沙理工大学》2012年硕士论文

【摘要】：对绿色产品的不了解和不信任已成为很多消费者不进行绿色购买的主要原因，因而绿色产品信息的呈现方式对于企业的市场营销工作非常重要。为了促进消费者的绿色购买行为，很多企业都开始主动或被动的实施绿色营销并开展环境标志认证工作，或者进行绿色产品的广告宣传，然而这些措施是否一定有利于促进消费者的绿色购买行为还有待进一步的探讨。对于环境标志是否是个有效的工具去促进绿色购买行为并没有一致的意见。本研究力图从不同绿色产品类型角度去研究环境标志对绿色购买行为的影响。此外，产品信息的不同表征方式也会引起消费者不同的反应，对于正框架和负框架哪个更有说服力也存在很多分歧。虽然在很多领域对于框架效应的影响都有研究，但是却鲜有学者研究信息框架对绿色购买行为的研究。本研究以高校大学生为研究对象，实验一，采用2（绿色产品：自利型或利他型）×2（环境标志：有或无）被试间实验设计，研究环境标志在不同类型的绿色产品中对绿色购买行为的影响。实验二，采用（信息框架：正或负）×2（环境关注：高或低）的被试间实验设计，研究消费者对环境关注程度不一样的情况下，产品的环境信息框架对消费者的利他购买行为的影响。本研究的主要结论包括： 1、消费者对自利型绿色产品的购买意愿要大于对利他型绿色产品的购买意愿，只有在消费者购买自利型绿色产品的时候，环境标志才会影响其购买意愿，即相对无环境标志的自利型绿色产品，消费者对有环境标志的自利型绿色产品的购买意愿要高些。在消费者购买利他型绿色产品的时候，有无环境标志都不会影响消费者的利他购买意愿。 2、当消费者在购买利他型绿色产品时，，正框架比负框架对消费者购买意愿有更积极的影响，即正框架更有说服力。但是这种影响只有在消费者高度关注环境的情况下才存在，如果在消费者比较少关注环境的情况下，框架效应是不存在的。 3、对于自利型绿色产品可以通过环境标志认证来促进消费者的绿色购买意愿，对于利他型绿色产品，仅仅通过环境标志认证并没有很大优势，产品的环境信息呈现方式非常重要，但是这也与消费者对环境关注的程度有关。
[Abstract]:The lack of understanding and distrust of green products has become the main reason why many consumers do not buy green products, so the presentation of green product information is very important for the marketing work of enterprises.In order to promote the green purchase behavior of consumers, many enterprises begin to implement green marketing actively or passively and carry out environmental label certification work, or carry out advertising of green products.However, whether these measures will help to promote the green purchase behavior of consumers remains to be further explored.There is no consensus on whether environmental labels are an effective tool to promote green buying.This study tries to study the influence of environmental label on green purchase behavior from different green product types.In addition, different representations of product information will cause different reactions from consumers, and there are many differences on which positive or negative frames are more persuasive.Although the influence of frame effect has been studied in many fields, few scholars have studied the effect of information framework on green purchase behavior.This study took college students as the research object, experiment 1, using 2 (green products: self-interest or altruism) 脳 2 (environmental marker: yes or no) test design between the subjects,To study the influence of environmental signs on green purchase behavior in different types of green products.Experiment two, using (information framework: positive or negative) 脳 2 (environmental concern: high or low) between the experimental design, to study the degree of consumer attention to the environment is not the same,The impact of the environmental information framework on the altruistic behavior of consumers.The main conclusions of this study include:1. Consumers' willingness to purchase green products of self-interest is greater than that of green products of altruism. Only when consumers buy green products of self-interest can environmental signs affect their willingness to buy.That is to say, consumers are more willing to buy green products with environmental labels.When consumers buy altruistic green products, the existence of environmental signs will not affect consumers' altruistic purchase intention.2. When consumers buy altruistic green products, positive frames have more positive effects on consumers' willingness to buy than negative ones, that is, positive frames are more persuasive.But this kind of influence only exists when the consumer pays close attention to the environment, if the consumer pays less attention to the environment, the frame effect does not exist.3, for self-interest green products can be through environmental label certification to promote consumer green purchase willingness, for altruistic green products, only through the environmental label certification does not have a great advantage,The way the environmental information of the product is presented is very important, but it also depends on the degree of the consumer's attention to the environment.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F205

【参考文献】