绿色消费认知和意愿的行为学调查与分析

Survey and Analysis on Cognition and Inclination of Green Consumption Behavior

绿色消费是解决当前中国环境污染的重要战略组成部分,本文研究了对上海市开展的关于绿色消费1200余份调查问卷。研究结果显示:1)人们环境意识和绿色消费意愿普遍提高,98%的受访者愿意为保护环境做出自身行为的改变。2)绿色消费认知参差不齐。对绿色产品的认知渠道不多,绿色产品的标签知晓率低于30%。3)绿色消费意愿强烈但支付能力还有限,82%的消费者愿意购买绿色产品,但支付不能超过同类普通商品10%的额外费用。研究结果还表明:绿色消费与性别、年龄、职业以及学历等具有相关关系。

Green consumption is an important strategy to tackle the current environmental pollution in China. The essay based on an interview of over 1000 people in Shanghai so as to understand the status quo of green consumption there. The result shows that： 1 ） People＇s environmental awareness and the green consuming willingness are generally increased. About 98% of the interviewees are willing to change their consuming behavior for the sake of environmental protection; 2） However, customers＇ knowledge of green consumption is uneven. Lacking channels to learn more about green products, more than 70% of the consumers have little or no idea about the labels of such products; 3） Besides, consumers, who have strong consuming willingness, still believe that the price of green products is beyond their affordability. 82% of them are ready to purchase green products, only if the extra charges is not more than 10% price of the regular products in the same c^ttegory; 4 ） Moreover, the choice of green consumption is also relevant to the gender, age, occupation and education background of the customers.