生态标签对绿色产品购买意愿的影响——以消费者感知价值为中介

Research on the Influence of Eco-Label on the Purchase Intention of Green Products with the Mediating Role of Consumer Perceived Value

文章运用消费价值理论,将生态标签作为前因变量,同时,将功能价值、社会价值、环境价值作为中介变量,构建了生态标签—绿色产品购买意愿理论模型。然后,通过对376个消费者样本的调查分析,运用结构方程模型以及Bootstrap方法,探究生态标签对消费者绿色产品购买意愿的影响机制。经过实证研究发现,生态标签、功能价值、社会价值以及环境价值对绿色产品购买意愿具有积极的正向作用;生态标签对功能价值、社会价值以及环境价值具有积极的正向影响;功能价值(质量)在生态标签与消费者绿色产品购买意愿之间具有完全中介作用;环境价值具有部分中介作用。最后,根据实证研究结果提出了相应的营销建议与策略。

This article uses the theory of consumption value,takes eco-label as the antecedent variable,and at the same time,takes function value,social value and environmental value as intermediary variables and builds a theoretical model of ecolabel-green product purchase intention.Then,through the investigation and analysis of 376 consumer samples,this paper uses the structural equation model and the Bootstrap method it explores the influence mechanism of eco-label on the consumers’ purchase intention of green products.After the empirical study,it is found that eco-label,functional value,social value and environmental value have a positive effect on the purchase intention of green products;eco-label has a positive impact on functional value,social value and environmental value;functional value(quality) has a totally intermediation between ecolabel and consumers’ purchase intention of green products;and environmental value has a partial intermediation.Finally,according to the results of empirical we research put forward the corresponding marketing suggestions and strategies.