企业低碳环境责任发展动机对消费者行为的影响研究——基于消费者认知视角的分析

Development motive of enterprise low carbon environmental responsibility influence on consumer behavior——Analysis based on consumer cognition perspective

通过消费者对低碳环保家用电器产品企业的低碳环境责任发展动机的认知调查,并运用结构方程模型分析发现,在企业低碳环境责任发展中,被动响应社会需求动机、满足消费者低碳环保产品需求动机、培育企业低碳环保发展战略动机均对消费者低碳产品感知价值及消费者对企业信任关系培育产生正向积极影响,满足利益相关者需求动机对消费者低碳环保产品感知价值有正向积极影响,而培育企业低碳环保发展价值观动机对消费者低碳环保产品感知价值及消费者对企业信任关系影响不显著。消费者低碳环保产品感知价值、消费者对企业信任关系对消费者低碳环保产品购买意愿及行为产生正向积极影响。但企业低碳环境责任发展动机的层次提升对增强消费者低碳环保产品感知价值、消费者对企业信任关系的影响力减弱,这会制约企业低碳环境责任发展层次提升的动力。因此,为增强消费者对企业低碳环境责任发展动机的层次认知与理解,要以提升消费者低碳环保产品感知价值及培育消费者对企业信任关系为战略导向;要增强企业低碳环境责任发展透明度,提升消费者参与度,增强消费者体验感;根据消费者感悟能力及参与意愿分类引导消费者的参与及信息提供。

By consumers survey of cognizing motivation for enterprise to develop low carbon and environmental responsibility about household electrical appliances, and using structural equation model analysis, it is found that during enterprise develop the responsibility, these motivations of passive response to social demand, meet consumers low carbon and environmental product demand, cultivate enterprise low carbon and environmental development strategy are positive impact consumer perceived value for the products and foster trust relationship between customer and enterprise. The motivation meeting stakeholders demand has positive influence consumer perceived value, and the motivation cultivating enterprise values of low carbon and environmental development has no impact on consumer perceived value and trust relationship. Consumer perceived value and trust relationship have positive effect on consumer purchase intention and behavior for produce. But enterprise development motivation level for responsibility will less enhance consumer perceived value and the trust relationship, restricting enterprise responsibility development level. Therefore, in order to enhance consumer＇ cognition and understand responsibility of enterprise development motive level, it should become a strategic orientation to enhance consumer perceived value of the products and cultivate the trust relationship. It should enhance transparency of corporate responsibility development and enhance consumer engagement to increase consumer experience. It should classify guide consumer participation and provide information according to consumer perception ability and participating willingness.