大学生绿色消费认知、意向及行为实证研究——基于武汉市某本科高校的调查

Experimental Studies on University Students' Green Consumption Cognition,Consumption Intention and Consumption Behaviour——Based on the Investigation of One University of WuHan

现阶段,作为一种全新的消费方式和生活理念,绿色消费已成为绿色营销研究的一个重要领域。文章通过问卷调查法,以武汉市某本科高校的300名大学生为样本,调查大学生绿色消费观和消费行为现状。调查结果显示:大学生绿色消费认知不够全面和深入;大学生绿色消费意向已形成但水平较低;大学生绿色消费行为水平较低但前景广阔。基于调查结果文章指出,应从加强绿色消费教育、提升绿色消费认知、加强市场监管、提高产品质量并降低价格等方面推动大学生绿色消费。

As a new consumption pattern and life philosophy, green consumption has become an important area of green marketing research. With 300 university students of one university in Wuhan as the subjects, this paper investigates their status quo of green consumption concept and green consumption behaviour by questionnaire. The results show that university students green consumption cognition is not comprehensive and deep enough; university students has formed green consumption intention but the level is relatively low; university students green consumption behaviour level is relatively low but the outlook is broad. At last, this paper put forward some suggestions to promote university students green consumption through strengthening green consumption education, upgrading green consumption cognition, strengthening market management, improving product quality and reducing price.