企业环境责任对青年消费者品牌态度的影响

Empirical Study of the Impact of Corporate Environmental Responsibility on Young Consumers' Brand Attitude

环境问题的蔓延日益影响着人类生存与发展,环境责任的履行亟不可待。文章探索了饮品行业企业环境责任影响青年消费者品牌态度的一般规律,并引入了中介变量——声誉,采用AMOS和SPSS软件对其传导路径和作用机理进行了SEM实证检验,结果表明:(1)企业环境责任对青年消费者品牌态度有积极的作用;(2)企业声誉可以从认知视角与情感视角来诠释,且前者对后者有正向影响;(3)环境责任对品牌态度的直接影响不显著,而间接影响显著。认知声誉在二者的关系中未起到中介作用,而情感声誉起到中介作用。

The environmental problem is increasingly affecting human survival and development, and it is very urgent to implement environmental responsibility. It is explored in this paper that how corporate environmental responsibility （CER） influences young consumers＇ brand attitude （YCBA） in the drink industry. The mediation variables and reputation are introduced into this process and software of AMOS and SPSS have been used to analyzing the transmission path and influencing mechanism by conducting the empirical test with SEM. Some results have been identified： （1） YCBA is positively influenced by CER; （2） Corporate reputation can be explained by cognitive and emotional view, and the former has positive impact on the latter; （3） The direct influence of CER on TCBA is not notable, but the indirect influence is notable. Cognitive reputation dose not play a mediating role in their relationship while emotional reputation does. On the basis of this study, it can be proposed that the firms should strengthen the implementation of environmental responsibility, and specific suggestions are put forward about how to improve the relative reputation to improve the brand attitude to them according to the structure and the role of reputation mechanism.