消费者生活方式和绿色食品标识认知对绿色购买行为的影响

发布时间：2018-07-31 13:39

【摘要】：绿色营销是近年来营销领域非常重要的研究课题之一,尤其在目前中国食品频频出现危机的影响下,绿色食品也就成了大多数人认为比较放心的食品,然而中国绿色食品企业是否真的了解中国的绿色食品购买者具有什么特征呢,这些特征又是否会对绿色购买行为产生影响呢?本文主要是以在大连地区已经购买了绿色食品的购买者为调查目标,主要从绿色购买者生活方式特征中的冲动购买、意见领袖、产品兴趣、品牌忠诚、价格敏感五个方面和对绿色食品标识认知共六个角度,对其进行关于这些因素和绿色购买行为之间影响的调查。本文主要是以实证分析的方法进行研究,向大连地区购买了绿色食品的消费者发放调查问卷,首先对样本的基本信息项方面进行描述性分析,然后对数据进行因子分析(包括效度检验和信度检验)确定本文数据是否适合做因子分析以及本文问卷数据是否具有一致性和稳定性,其次是通过相关性分析来确定是否自变量和因变量之间具有关联性,最后通过回归分析我们得出关于自变量对因变量影响的显著性及密切程度的结论。通过分析消费者生活方式特征方向的冲动购买、意见领袖、产品兴趣、品牌忠诚、价格敏感以及绿色标识认知对绿色购买行为产生的影响,我们得出的结果是：(1)意见领袖因子和品牌忠诚因子对绿色购买因子的相关性不显著,拒绝了假设检验中的研究假设。(2)冲动购买、产品兴趣、价格敏感因子对绿色购买行为影响的相关性显著,其中冲动购买因子在显著性为0.05的水平下对绿色购买行为影响显著,并且两者之间为负相关关系；产品兴趣变量在显著性为0.05的水平下对绿色购买行为影响显著,并且两者之间为正相关关系；价格敏感因子在显著性为0.01的水平下对绿色购买行为影响显著,并且两者之间为正相关关系；绿色食品标识因子在显著性为0.01的水平下对绿色购买行为影响显著,并且两者之间为正相关关系。通过本文研究得出的结果显示,绿色食品购买者的冲动购买行为、产品兴趣行为、价格敏感行为和对绿色食品标识认知会对绿色购买行为产生影响,因此绿色食品企业可以主要从这几个角度出发设计绿色食品,希望可以为中国绿色食品企业提供关于绿色食品购买者特征方面的有用的管理信息,为其制定营销策略和广告战略提供管理建议。同时也希望本文可以弥补或完善国内关于绿色消费者行为方面的实证分析的理论不足,为学者们提供关于绿色态度转化为绿色行为方面理论信息。综上所述,本文具体的研究内容安排如下：第一部分介绍了本文研究的背景、本文的问题提出和陈述、本文的理论意义和实践价值、本文可能的创新点以及本文的研究思路和方法；第二部分主要是对国外的相关文献进行梳理和整合,重点分析了关于绿色购买者特征、绿色标识认知和绿色购买行为方面的相关研究,为本文的研究提供了很好的理论依据；第三部分主要是构建了关于绿色购买者特征、绿色标识认知和绿色购买行为之间的研究模型,并提出了关于这三个方面的研究假设；第四部分主要是进行本文数据的分析,包括本文的量表设计、描述性分析、因子分析(包括效度检验和信度检验)、相关分析和回归分析；第五部分主要是本文的结论和管理建议,包括对本文之前提出的假设的验证分析以及提出的管理建议；第六部分主要是提出了本文研究的局限性和之后的研究展望。
[Abstract]:Green marketing is one of the most important research topics in the field of marketing in recent years. Especially in the current crisis of frequent food crisis in China, green food has become a food that most people think is more assured, but whether Chinese green food enterprises really understand the characteristics of Chinese green food buyers, these Does the feature have an impact on green buying behavior? This article is mainly based on the objective of the purchase of green food buyers in Dalian, mainly from the five aspects of impulse buying, opinion leaders, product interest, brand loyalty, price sensitivity and the recognition of green food identification. A total of six perspectives were conducted to investigate the impact of these factors and green purchasing behavior.
This paper is mainly based on the method of empirical analysis to purchase a questionnaire on the consumer of green food in Dalian area. First, we make a descriptive analysis of the basic information items of the sample, and then make a factor analysis (including validity test and reliability test) to determine whether the data is suitable for factor analysis. Whether the questionnaire data has consistency and stability, the second is to determine whether the independent variable and the dependent variable have relevance through the correlation analysis. Finally, we get the conclusion about the significance and close degree of the independent variable influence on the dependent variable through the regression analysis.
Through the analysis of impulse buying in the direction of consumer lifestyle, opinion leaders, product interest, brand loyalty, price sensitivity and green identification on the impact of green buying behavior, the results are as follows: (1) the correlation between opinion leaders and brand loyalty is not significant to the green purchase factor and refuses to be false. (2) impulsive purchase, product interest, and price sensitive factors have a significant correlation to the impact of green purchase behavior, in which the impulse buying factor has a significant impact on the green purchase behavior at a significant level of 0.05, and the two are negatively correlated; the product interest variable is at a significant level of 0.05. There is a significant impact on green purchase behavior, and there is a positive correlation between the two. The price sensitive factor has a significant impact on the green purchase behavior at a significant level of 0.01, and there is a positive correlation between the two. The green food labeling factor has a significant impact on the green purchase behavior at a significant level of 0.01, and both of them have a significant impact on the green purchase behavior. There is a positive correlation between the two.
The result of this study shows that green food buyers' impulse buying behavior, product interest behavior, price sensitive behavior and green food identification cognition will affect green purchase behavior. Therefore, green food enterprises can design green food mainly from these angles, hoping to be green food in China. The enterprise provides useful management information about the characteristics of green food buyers, and provides management suggestions for its marketing strategy and advertising strategy. At the same time, it also hopes that this article can make up or perfect the theoretical insufficiency of the empirical analysis of green consumer behavior in China, and provide the scholars with green attitude to green. Theoretical information on behavior.
To sum up, the specific research contents of this paper are as follows:
The first part introduces the background of the study, the questions and statements, the theoretical and practical value of this article, the possible innovation of this article and the research ideas and methods of this article.
The second part is mainly to comb and integrate the related literature abroad, and focus on the analysis of the characteristics of green buyers, green identification and green purchase behavior, which provides a good theoretical basis for this study.
The third part mainly constructs the research model about the characteristics of green buyer, green identification and green buying behavior, and puts forward the research hypothesis about these three aspects.
The fourth part is mainly to analyze the data, including the design of the scale, the descriptive analysis, the factor analysis (including the validity test and the reliability test), the correlation analysis and the regression analysis.
The fifth part is the conclusion and management suggestions of this paper, including the verification and analysis of the hypothesis and management suggestions.
The sixth part mainly puts forward the limitations and future research prospects of this study.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.82;F205

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