绿色产品环境溢价支付水平影响因素的识别与效应分析
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摘要
以计划行为理论为理论依据,基于呼伦贝尔、长春、济南三市410份消费者的实地调查数据,运用有序多分类logistic模型,实证分析了影响消费者支付绿色产品环境溢价水平的主要因素。研究结果表明:消费者愿意支付绿色产品的环境溢价,但支付水平存在显著差异;环境态度、国家认证标识、参照群体影响、性别(女性)、年龄(41-50岁)、收入(7000元以上)正向影响消费者支付绿色产品环境溢价水平,价格敏感性负向影响消费者支付绿色产品环境溢价水平;绿色消费政策、消费者的学历和绿色产品购买态度对环境溢价支付水平的影响不显著。
Based on the theory of planned behavior and 410 questionnaires in Hulunbuir,Changchun and Jinan,we analyzed the main factors influencing consumers' payment level for green product environmental premium by using the ordered multinomial logistic model.The results show that consumers are willing to pay the environmental premium of green products,but there are significant differences in the level of payment; environmental attitude,national certification mark,reference group impact,gender( female),age( 41-50 years),income( 7000 yuan) positive impact the level of green product environment premium; the price sensitivity negative impact the level of green product environment premium; green consumption policy,consumer education and green product purchase attitude does not significantly affect the level of green product environment premium.
Based on the theory of planned behavior and 410 questionnaires in Hulunbuir,Changchun and Jinan,we analyzed the main factors influencing consumers' payment level for green product environmental premium by using the ordered multinomial logistic model.The results show that consumers are willing to pay the environmental premium of green products,but there are significant differences in the level of payment; environmental attitude,national certification mark,reference group impact,gender( female),age( 41-50 years),income( 7000 yuan) positive impact the level of green product environment premium; the price sensitivity negative impact the level of green product environment premium; green consumption policy,consumer education and green product purchase attitude does not significantly affect the level of green product environment premium.
引文
[1]宗计川,吕源,唐方方.环境态度、支付意愿与产品环境溢价-实验室研究证据[J].南开管理评论,2014,17(2):153-160.
[2]石惠春,赵勇,杨二俊,等.基于CVM的民勤绿洲生态系统服务价值评估[J].干旱区资源与环境,2008,22(7):31-36.
[3]周应恒,吴丽芬.城市消费者对低碳农产品的支付意愿研究-以低碳猪肉为例[J].农业技术经济,2012(8):4-12.
[4]刘晓琳,吴林海,徐玲玲.消费者对可追溯茶叶额外价格支付意愿与支付水平的影响因素研究[J].中国人口·资源与环境,2015,25(8):170-176.
[5]Ajzen I.The theory of planned behavior[J].Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[6]张林,张向葵.态度研究的新进展-双重态度模型[J].心理科学进展,2003,11(2):171-176.
[7]Yadav R,Pathak G S.Young consumers’intention towards buying green products in a developing nation:extending the theory of planned behavior[J].Journal of Cleaner Production,2016,135:732-739.
[8]Schultz PW,Shriver C,Tabanico JJ,Khazian AM.Implicit connections with nature[J].Journal of Environmental Psychology,2004,24(1):31-42.
[9]Leonidou L C,Leonidou C N,Kvasova O.Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour[J].Journal of Marketing Management,2010,26(13-14):1319-1344.
[10]Tucker R,Izadpanahi P.Live green,think green:sustainable school architecture and children’s environmental attitudes and behaviors[J].Journal of Environmental Psychology,2017,51:209-216.
[11]劳可夫.消费者创新性对绿色消费行为的影响机制研究[J].南开管理评论,2013,16(4):106-113.
[12]高键,盛光华,周蕾.绿色产品购买意向的影响机制:基于消费者创新性视角[J].广东财经大学学报,2016,31(2):33-42.
[13]Abrahamse W,Steg L,Vlek C,et al.A review of intervention studies aimed at household energy conservation[J].Journal of Environmental Psychology,2005,25(3):273-291.
[14]姜百臣,朱桥艳,欧晓明.优质食用农产品的消费者支付意愿及其溢价的实验经济学分析-来自供港猪肉的问卷调查[J].中国农村经济,2013(2):23-34.
[15]陈凯,彭茜.参照群体对绿色消费态度-行为差距的影响分析[J].中国人口·资源与环境,2014,24(S2):458-461.
[16]Brough A R,Wilkie J E B,Ma J,et al.Is eco-friendly unmanly?the green-feminine stereotype and its effect on sustainable consumption[J].Journal of Consumer Research,2016,43(4):567-582.
[17]何志毅,杨少琼.对绿色消费者生活方式特征的研究[J].南开管理评论,2004,7(3):4-10.
[18]龚怡祖.学历的社会功能与历史形态初探[J].教育研究,2002(2):31-37.
[19]王大海,姚唐,姚飞.买还是不买-矛盾态度视角下的生态产品购买意向研究[J].南开管理评论,2015,18(2):136-146.
[20]Seonaidh M D,Caroline O,Maree T,et al.Comparing sustainable consumption patterns across product sectors[J].International Journal of Consumer Studies,2009,33(2):137-145.
[21]Li Y,Lu Y,Zhang X,et al.Propensity of green consumption behaviors in representative cities in China[J].Journal of Cleaner Production,2016,133:1328-1336.
[2]石惠春,赵勇,杨二俊,等.基于CVM的民勤绿洲生态系统服务价值评估[J].干旱区资源与环境,2008,22(7):31-36.
[3]周应恒,吴丽芬.城市消费者对低碳农产品的支付意愿研究-以低碳猪肉为例[J].农业技术经济,2012(8):4-12.
[4]刘晓琳,吴林海,徐玲玲.消费者对可追溯茶叶额外价格支付意愿与支付水平的影响因素研究[J].中国人口·资源与环境,2015,25(8):170-176.
[5]Ajzen I.The theory of planned behavior[J].Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[6]张林,张向葵.态度研究的新进展-双重态度模型[J].心理科学进展,2003,11(2):171-176.
[7]Yadav R,Pathak G S.Young consumers’intention towards buying green products in a developing nation:extending the theory of planned behavior[J].Journal of Cleaner Production,2016,135:732-739.
[8]Schultz PW,Shriver C,Tabanico JJ,Khazian AM.Implicit connections with nature[J].Journal of Environmental Psychology,2004,24(1):31-42.
[9]Leonidou L C,Leonidou C N,Kvasova O.Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour[J].Journal of Marketing Management,2010,26(13-14):1319-1344.
[10]Tucker R,Izadpanahi P.Live green,think green:sustainable school architecture and children’s environmental attitudes and behaviors[J].Journal of Environmental Psychology,2017,51:209-216.
[11]劳可夫.消费者创新性对绿色消费行为的影响机制研究[J].南开管理评论,2013,16(4):106-113.
[12]高键,盛光华,周蕾.绿色产品购买意向的影响机制:基于消费者创新性视角[J].广东财经大学学报,2016,31(2):33-42.
[13]Abrahamse W,Steg L,Vlek C,et al.A review of intervention studies aimed at household energy conservation[J].Journal of Environmental Psychology,2005,25(3):273-291.
[14]姜百臣,朱桥艳,欧晓明.优质食用农产品的消费者支付意愿及其溢价的实验经济学分析-来自供港猪肉的问卷调查[J].中国农村经济,2013(2):23-34.
[15]陈凯,彭茜.参照群体对绿色消费态度-行为差距的影响分析[J].中国人口·资源与环境,2014,24(S2):458-461.
[16]Brough A R,Wilkie J E B,Ma J,et al.Is eco-friendly unmanly?the green-feminine stereotype and its effect on sustainable consumption[J].Journal of Consumer Research,2016,43(4):567-582.
[17]何志毅,杨少琼.对绿色消费者生活方式特征的研究[J].南开管理评论,2004,7(3):4-10.
[18]龚怡祖.学历的社会功能与历史形态初探[J].教育研究,2002(2):31-37.
[19]王大海,姚唐,姚飞.买还是不买-矛盾态度视角下的生态产品购买意向研究[J].南开管理评论,2015,18(2):136-146.
[20]Seonaidh M D,Caroline O,Maree T,et al.Comparing sustainable consumption patterns across product sectors[J].International Journal of Consumer Studies,2009,33(2):137-145.
[21]Li Y,Lu Y,Zhang X,et al.Propensity of green consumption behaviors in representative cities in China[J].Journal of Cleaner Production,2016,133:1328-1336.
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