消费者绿色食品支付意愿研究:顾客体验视角

Empirical Study on Consumer Willingness to Pay for Green Food:Based on Customer Experience View

本研究基于顾客体验视角,运用实验法探讨了顾客体验对消费者绿色食品支付意愿的影响机理。研究发现,顾客体验的两个维度(认知体验和质量体验)与消费者绿色食品购买意愿呈显著正相关,但顾客体验对消费者绿色食品支付溢价并没有显著影响。本结论对进一步的理论研究和促进绿色食品消费、推动绿色食品产业发展具有一定的参考价值。

This article explored various factors affecting consumer willingness to pay for green food based on the customer experience theory and laboratory experiment method.It is found that quality experience and perception experience significantly affect purchase intention of green food,but they have no significant effect on green food premium.All of these will have great implications to theoretical research and green food consumption practices.