绿色产品购买行为的外部性分析

An Analysis of the Externality of Green Consumer Behavior

本文运用经济学中的外部性原理,分析消费者购买绿色产品行为的外部性表现形式和形成机制。并从功能价值、社会价值、情感价值、绿色价值和感知付出等五个消费者感知价值角度出发,为企业和政府补偿绿色消费行为的外部性提出营销沟通方面的策略建议。

The paper analyzes the ways and mechanism of externality of green consumer behavior based on the externality theory of economics. From the perspective of the five customer perceived values, namely, the function value, societal value, emotional value, green value and perceived sacrifice, some marketing communica- tion strategies are offered to enterprises and the government for compensating the externality of green consumer behavior.