基于联合分析的绿色产品属性选择偏好研究
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摘要
绿色产品购买是缓解资源环境压力、推动社会经济可持续发展的现实需要。现有研究更多是从绿色产品的环保属性出发,探讨如何促进消费者对绿色产品的购买,忽略了消费者对绿色产品基本属性偏好的研究。文中选取产品价格、产品种类、产品品牌和绿色程度四类影响消费者绿色购买的产品属性因素,运用联合分析法定量评估了消费者对绿色产品不同属性的偏好。研究结果表明:消费者最关注的绿色产品属性是产品价格,其次为产品种类和产品品牌,对绿色程度的偏好较低;消费者最优偏好的绿色产品属性水平组合是食品类、完全绿色、知名品牌、溢价20%的绿色产品。
The purchase of green products is a realistic need to alleviate the pressure on resources and promote the sustainable development of social economy. The existing researches are to explore how to promote the purchase of green products more from the unique environmental attributes of green products, and ignoring consumers' preference for the basic attributes of green products. In this study, four categories of product attributes, such as product type, green degree, product brand and product price, were used to quantitatively evaluate the preferences for different attributes of green products in green product purchasing decision-making process. Based on the survey data of 662 consumers, the joint analysis results show that consumers pay most attention to the price of green products, followed by product type and product brand, and have a lower preference for green degree; The attributes of green products that the consumers mostly prefer are food, completely green, commonly used brand, and 20% of premium of green products.
The purchase of green products is a realistic need to alleviate the pressure on resources and promote the sustainable development of social economy. The existing researches are to explore how to promote the purchase of green products more from the unique environmental attributes of green products, and ignoring consumers' preference for the basic attributes of green products. In this study, four categories of product attributes, such as product type, green degree, product brand and product price, were used to quantitatively evaluate the preferences for different attributes of green products in green product purchasing decision-making process. Based on the survey data of 662 consumers, the joint analysis results show that consumers pay most attention to the price of green products, followed by product type and product brand, and have a lower preference for green degree; The attributes of green products that the consumers mostly prefer are food, completely green, commonly used brand, and 20% of premium of green products.
引文
[1] 盛光华,葛万达,李若琪.绿色产品环境溢价支付水平影响因素的识别与效应分析[J].干旱区资源与环境,2018,32(6):11-17.
[2] Goette L,Tiefenbeck V,Degen K,et al.Overcoming salience bias:How real-time feedback fosters resource conservation[J].Social Science Electronic Publishing,2016,64(3):1458-1476.
[3] 曹洪军,王小洁,刘鹏程.居民应对环保知行不一的认知策略及其原因-基于CGSS2010微观数据的分析[J].城市问题,2017(1):85-94.
[4] Lancaster K J.A new approach to consumer theory[J].Journal of Political Economy,1966,74(2):132-157.
[5] 聂文静,李太平,华树春.消费者对生鲜农产品质量属性的偏好及影响因素分析:苹果的案例[J].农业技术经济,2016(9):60-71.
[6] Claret A,Guerrero L,Aguirre E.Consumer preferences for sea fish using conjoint analysis:Exploratory study of the importance of country of origin,obtaining method,storage conditions and purchasing price[J].Food Quality & Preference,2012,26(2):259-266.
[7] Darby K,Batte M T,Ernst S,et al.Decomposing local:A conjoint analysis of locally produced foods[J].American Journal of Agricultural Economics,2010,90(2):476-486.
[8] 盛光华,葛万达,汤立.消费者环境责任感对绿色产品购买行为的影响-以节能家电产品为例[J].统计与信息论坛,2018,33(5):114-120.
[9] Aschemann-Witzel J,Zielke S.Can't buy me green?A review of consumer perceptions of and behavior toward the price of organic food[J].Journal of Consumer Affairs,2017,51(1):2011-2251.
[10] Lin C J,Chen H Y.User expectancies for green products:A case study on the internal customers of a social enterprise[J].Social Enterprise Journal,2016,12(3):281-301.
[11] 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.
[12] Aaker J L.Dimensions of brand personality[J].Journal of Marketing Research,1997,34(3):347-356.
[13] Dangelico R M,Pontrandolfo P.From green product definitions and classifications to the green option matrix[J].Journal of Cleaner Production,2010,18(16):1608-1628.
[14] Gershoff A D,Frels J K.What makes it green?The role of centrality of green attributes in evaluations of the greenness of products[J].Journal of Marketing,2015,79(1):97-110.
[15] 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):106-113,132.
[16] Schlaile M P,Klein K,Bock W.From bounded morality to consumer social responsibility:Toward a transdisciplinary framework of socially responsible consumption[J].Journal of Business Ethics,2018,149:561-588.
[17] Gleim M,Lawson S J.Spanning the gap:An examination of the factors leading to the green gap[J].Journal of Consumer Marketing,2014,31(6/7):503-514.
(1)因篇幅所限,消费者对产品属性水平偏好程度的表格没有贴出,如有需要可与作者联系。
[2] Goette L,Tiefenbeck V,Degen K,et al.Overcoming salience bias:How real-time feedback fosters resource conservation[J].Social Science Electronic Publishing,2016,64(3):1458-1476.
[3] 曹洪军,王小洁,刘鹏程.居民应对环保知行不一的认知策略及其原因-基于CGSS2010微观数据的分析[J].城市问题,2017(1):85-94.
[4] Lancaster K J.A new approach to consumer theory[J].Journal of Political Economy,1966,74(2):132-157.
[5] 聂文静,李太平,华树春.消费者对生鲜农产品质量属性的偏好及影响因素分析:苹果的案例[J].农业技术经济,2016(9):60-71.
[6] Claret A,Guerrero L,Aguirre E.Consumer preferences for sea fish using conjoint analysis:Exploratory study of the importance of country of origin,obtaining method,storage conditions and purchasing price[J].Food Quality & Preference,2012,26(2):259-266.
[7] Darby K,Batte M T,Ernst S,et al.Decomposing local:A conjoint analysis of locally produced foods[J].American Journal of Agricultural Economics,2010,90(2):476-486.
[8] 盛光华,葛万达,汤立.消费者环境责任感对绿色产品购买行为的影响-以节能家电产品为例[J].统计与信息论坛,2018,33(5):114-120.
[9] Aschemann-Witzel J,Zielke S.Can't buy me green?A review of consumer perceptions of and behavior toward the price of organic food[J].Journal of Consumer Affairs,2017,51(1):2011-2251.
[10] Lin C J,Chen H Y.User expectancies for green products:A case study on the internal customers of a social enterprise[J].Social Enterprise Journal,2016,12(3):281-301.
[11] 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.
[12] Aaker J L.Dimensions of brand personality[J].Journal of Marketing Research,1997,34(3):347-356.
[13] Dangelico R M,Pontrandolfo P.From green product definitions and classifications to the green option matrix[J].Journal of Cleaner Production,2010,18(16):1608-1628.
[14] Gershoff A D,Frels J K.What makes it green?The role of centrality of green attributes in evaluations of the greenness of products[J].Journal of Marketing,2015,79(1):97-110.
[15] 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):106-113,132.
[16] Schlaile M P,Klein K,Bock W.From bounded morality to consumer social responsibility:Toward a transdisciplinary framework of socially responsible consumption[J].Journal of Business Ethics,2018,149:561-588.
[17] Gleim M,Lawson S J.Spanning the gap:An examination of the factors leading to the green gap[J].Journal of Consumer Marketing,2014,31(6/7):503-514.
(1)因篇幅所限,消费者对产品属性水平偏好程度的表格没有贴出,如有需要可与作者联系。
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