绿色购买行为中的绿色信息影响效应的实证研究——基于武汉、济南和成都三市538份问卷调查

Empirical Analysison Influencing Effects of Green Information in Green Purchasing Behavior——Based on the Survey Data from 538 Families in Wuhan,Jinan and Chengdu

基于武汉、济南和成都三市538份问卷调查,在传统的理性消费模型和消费价值模型基础上,构建了绿色信息、消费者绿色食品属性感知与绿色购买行为的关系模型。研究表明:传统的消费行为模型嵌入绿色观念后仍然对绿色购买行为具有解释作用;绿色信息对消费者绿色食品购买行为不仅存在直接正向影响,而且对消费者绿色食品属性感知与绿色购买行为的关系中存在显著扰动效应。提出了完善绿色信息传播机制、加强多渠道绿色信息传播、增强绿色食品的可感属性等3点启示。

Based on the traditional rational consumption model and consuming value model, this paper constructs a relationship model of green information, consumers＇ perception of green food attributes and their green purchasing behavior. The result shows that the traditional consumer behavior model embedded in the green conception can still explain the green purchasing behavior. Moreover, the green information not only has direct impact on consumers＇ buying process, but also has significant disturbance effects in the relationship between consumers＇ perception of green food attributes and their green purchasing behavior.