中国消费者责任消费指数研究——以中国六个主要城市为样本

The Study on the Responsible Consumption Index of Consumer in China——Taking six main cities as examples

本文结合责任消费理论、企业社会责任理论以及中国国情,构建了包括社会责任信息关注度、产品购买倾向影响度和责任产品支付意愿三个维度的中国责任消费指数,并对北京、上海、广州、武汉、成都和沈阳六个主要城市的消费者责任消费意识进行了网络在线调查,计算出中国责任消费指数。研究结论认为:中国消费者责任消费意识已经觉醒,企业环境责任对消费者的购买行为影响最大,但中国消费者对负责任企业的产品的支付意愿不高。消费者的区域、年龄、家庭规模、个人月消费支出对责任消费意识具有显著影响。

Combined with the literatures on the responsible consumption,corporate social responsibility theories,and China conditions,CRCI is developed including DARI,DIPP,and WPRP. Then,through the mean of online survey,a survey is conducted in Beijing,Shanghai,Guangzhou,Wuhan,Chengdu,and Shenyang,and 3004 effective questionnaires are collected. Next,CRCI is calculated. Main conclusions are as follows:( 1) consumers already have some responsible consumption consciousness;( 2) corporate environment information has tremendous influence on consumer purchasing behavior;( 3) the willingness to paying for the responsible product in not high enough;( 4) regional diversity,age,family scale,and individual expedition per month all have remarkable influence on the responsible consumption consciousness.