期刊文献+

从环境知觉型消费者行为看绿色营销

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摘要 本文从人口统计变量和态度变量两个维度介绍和分析了影响环境知觉型消费购买行为的因素及其对营销的影响。在此基础上分析指出,对于利己型产品,应侧重于此类消费者的人口统计特征研究,营销活动应突出带给消费者的利益;而对于利他型产品,应侧重于此类消费者的态度变量方面的研究,应把营销活动主要放在调动消费者的感知效果上。最后对企业开展绿色营销提出了消费者导向的建议。
作者 聂锐 宁波
出处 《市场周刊》 2006年第1期3-4,共2页 Market Weekly
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