生态标签对绿色产品购买意愿的影响——以消费者感知价值为中介
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摘要
文章运用消费价值理论,将生态标签作为前因变量,同时,将功能价值、社会价值、环境价值作为中介变量,构建了生态标签—绿色产品购买意愿理论模型。然后,通过对376个消费者样本的调查分析,运用结构方程模型以及Bootstrap方法,探究生态标签对消费者绿色产品购买意愿的影响机制。经过实证研究发现,生态标签、功能价值、社会价值以及环境价值对绿色产品购买意愿具有积极的正向作用;生态标签对功能价值、社会价值以及环境价值具有积极的正向影响;功能价值(质量)在生态标签与消费者绿色产品购买意愿之间具有完全中介作用;环境价值具有部分中介作用。最后,根据实证研究结果提出了相应的营销建议与策略。
This article uses the theory of consumption value,takes eco-label as the antecedent variable,and at the same time,takes function value,social value and environmental value as intermediary variables and builds a theoretical model of ecolabel-green product purchase intention.Then,through the investigation and analysis of 376 consumer samples,this paper uses the structural equation model and the Bootstrap method it explores the influence mechanism of eco-label on the consumers' purchase intention of green products.After the empirical study,it is found that eco-label,functional value,social value and environmental value have a positive effect on the purchase intention of green products;eco-label has a positive impact on functional value,social value and environmental value;functional value(quality) has a totally intermediation between ecolabel and consumers' purchase intention of green products;and environmental value has a partial intermediation.Finally,according to the results of empirical we research put forward the corresponding marketing suggestions and strategies.
This article uses the theory of consumption value,takes eco-label as the antecedent variable,and at the same time,takes function value,social value and environmental value as intermediary variables and builds a theoretical model of ecolabel-green product purchase intention.Then,through the investigation and analysis of 376 consumer samples,this paper uses the structural equation model and the Bootstrap method it explores the influence mechanism of eco-label on the consumers' purchase intention of green products.After the empirical study,it is found that eco-label,functional value,social value and environmental value have a positive effect on the purchase intention of green products;eco-label has a positive impact on functional value,social value and environmental value;functional value(quality) has a totally intermediation between ecolabel and consumers' purchase intention of green products;and environmental value has a partial intermediation.Finally,according to the results of empirical we research put forward the corresponding marketing suggestions and strategies.
引文
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[16]Biswas A,Roy M.Green products:An exploratory study on the consumer behavior in emerging economies of the East[J].Journal of Cleaner Production,2015,87(9):463-468.
[17]Lin P C,Huang Y H.The influence factors on choice behavior regarding green products based on the theory of consumption values[J].Journal of Cleaner Production,2012,22(1):11-18.
[18]Wang P,Liu Q,Qi Y.Factors influencing sustainable consumption behaviors:A survey of the rural residents in China[J].Journal of Cleaner Production,2014,63:152-165.
[19]Aqueveque C.Extrinsic cues and perceived risk:The influence of consumption situation[J].Journal of Consumer Marketing,2006,23(5):237-247.
[20]高键,盛光华.趋近动机对绿色产品购买意向的影响机制研究[J].华东经济管理,2017(1):99-107.
[2]Michael O A,Victor O.Consumer willingness to pay a premium for organic fruit and vegetable in Ghana[J].The International Food and Agribusiness Management Review,2013,16(1):67-86.
[3]Chekima B,Wafa S A W S K,Igau O A,et al.Examining green consumerism motivational drivers:Does premium price and demographics matter to green purchasing?[J].Journal of Cleaner Production,2016,112:3436-3450.
[4]S?nderskov K M,Daugbjerg C.The state and consumer confidence in eco-labeling:Organic labeling in Denmark,Sweden,The United Kingdom and The United States[J].Agriculture&Human Values,2011,28(4):507-517.
[5]Taufique K,Siwar C,Talib B,et al.Synthesis of constructs for modeling consumers'understanding and perception of ecolabels[J].Sustainability,2014,6(4):2176-2200.
[6]杨波.消费者对生态标签低信任度下绿色食品市场的运行和消费者行为选择[J].经济经纬,2015(3):73-78.
[7]Soyez K,Francis J N P,Sminova M M.How individual,product and situational determinants affect the intention to buy and organic food buying behavior:A cross-national comparison in five nations[J].Der Markt,2012,51(1):27-35.
[8]Sheth J N,Newman B I,Gross B L.Why we buy what we buy:A theory of consumption values[J].Journal of Business Research,1991,22(2):159-170.
[9]Suki N M.Consumer environmental concern and green product purchase in Malaysia:structural effects of consumption values[J].Journal of Cleaner Production,2016,132:204-214.
[10]Khan S N,Mohsin M.The power of emotional value:Exploring the effects of values on green product consumer choice behavior[J].Journal of Cleaner Production,2017,150:65-74.
[11]刘萍.网络口碑对消费者行为意愿的影响研究--以网络涉入为调节的中介模型[J].消费经济,2015(6):74-80.
[12]Ramayah T,Ahmad N H,Lo M C.The role of quality factors in intention to continue using an e-learning system in Malaysia[J].Procedia-Social and Behavioral Sciences,2010,2(2):5422-5426.
[13]Sweeney J C,Soutar G N.Consumer perceived value:The development of a multiple item scale[J].Journal of Retailing,2001,77(2):203-220.
[14]赵爱武,杜建国,关洪军.绿色购买行为演化路径与影响机理分析[J].中国管理科学,2015(11):163-170.
[15]王建明,王俊豪.公众低碳消费模式的影响因素模型与政府管制政策--基于扎根理论的一个探索性研究[J].管理世界,2011(4):58-68.
[16]Biswas A,Roy M.Green products:An exploratory study on the consumer behavior in emerging economies of the East[J].Journal of Cleaner Production,2015,87(9):463-468.
[17]Lin P C,Huang Y H.The influence factors on choice behavior regarding green products based on the theory of consumption values[J].Journal of Cleaner Production,2012,22(1):11-18.
[18]Wang P,Liu Q,Qi Y.Factors influencing sustainable consumption behaviors:A survey of the rural residents in China[J].Journal of Cleaner Production,2014,63:152-165.
[19]Aqueveque C.Extrinsic cues and perceived risk:The influence of consumption situation[J].Journal of Consumer Marketing,2006,23(5):237-247.
[20]高键,盛光华.趋近动机对绿色产品购买意向的影响机制研究[J].华东经济管理,2017(1):99-107.