基于专业知识的价值属性与绿色购买行为

以绿色食品消费者为调查对象，从消费价值属性的角度，运用SPSS16．0软件考察了绿色价值属性与绿色购买行为之间的关系，并加入消费者专业知识调节变量来解释价值属性对人们购买行为影响的差异性。研究发现：绿色价值属性中的功能价值、情感价值、社会价值及绿色价值对绿色购买行为有显著的正向影响，消费者专业知识对价值属性与绿色购买行为之间的关系有显著的调节效应。据此，对绿色食品企业营销提出相应建议，以促进消费者的绿色购买行为。

This paper took green food consumers as investigation objects and used SPSS16. 0 software to study the correlation between green value attributes and green purchase behavior based on consumption value attributes, and explained the difference of value attributes effeeting people＇s buying behavior by joining the professional knowledge as a moderated variable. The results indicated that the function value, the emotional value, the social value and the green value of green value attributes had significantly positive influences on green purchase behavior and consumers＇ professional knowledge had a significant moderated effect on the relationship between value attributes and green purchase behavior. According to these characteristics, this paper put forward some suggestions for green food enterprises so as to promote consumers＇ green purchase behavior.