基于消费者视角的绿色品牌价值理论构建与测量

Theory Construction and Measurement of Green Brand Value Based on the Consumers' Perspective

基于消费者视角提出了绿色品牌价值理论模型,该模型包括绿色品牌认知、绿色品牌感知质量、绿色品牌忠诚、绿色品牌联想和绿色感知价值五个维度。通过构建测量绿色品牌价值理论模型的量表,以电子消费类绿色品牌为例,利用问卷调查采集的数据,对理论模型依次进行了探索性因子分析、验证性因子分析和竞争模型分析。研究结果表明,绿色品牌价值理论模型与数据拟合较好且为最优模型,测量量表具有良好的信度和效度,理论模型和量表可应用于企业对绿色品牌价值的创建和管理。

This paper has presented theoretical model of green brand value based on the consumers＇ perspective. The model includes five dimensions： green brand awareness, green brand quality perception, green brand loyalty, green brand association and green perception value. This paper has carried out exploratory factor analysis, confirmatory factor analysis and competition model analysis of the theoretical model successively with the constructed measurement of theoretical model of green brand value, the data collected by the questionnaire, and with the green brand of consumer electronic products as an example. Taking the green brand of consumer electronics as an example, the measurement based on the theoretical model of green brand value is con- structed and the dates are collected by the questionnaire. The exploratory factor analysis, confirmatory factor analysis and the a- nalysis of competition model are carried successively. Research results show that the theoretical model which is in a good coinci- dence with the data is optimal, and the reliability and validity of the scale is good. The theoretical model and scale can be ap- plied to the creation and management of green brand value for the company.