基于因子分析的绿色价值结构研究

Research on Green Value Structure by Factorial Analysis

绿色价值是消费者购买绿色产品时所追求的人与自然和谐发展的愿望。本文首先根据文献提出了绿色价值构成的基本假设,然后设计问卷并对女性消费者进行以绿色化妆品为主题的调查,最后对调查资料进行了探索性因子分析和验证性因子分析。研究结果表明,绿色价值的结构体现为绿色价值理念下消费者的环保价值、安全价值、审美价值和社交价值,其中环保价值和安全价值比较显著,而审美价值和社交价值相对比较弱。

Green value is customer's desire of harmonious development between humen being and nature.This paper firstly hypothesise the model of green value structure,then an investigation is designed and carried out focusing on femal e consumers and cosmatics,Lastly 581 valid questionaires of the investigation are used to carried out exploratory factor analysis and confirmatory factor analysis.It is proved that green value structure includes consumer's environment preserved value,security value,esthetic value and social communication value.