品牌真实性对绿色购买行为的影响机制研究

Research on Influence Mechanisms of Brand Authenticity on Green Purchasing Behavior

随着消费者环保意识的日益觉醒,消费者逐步将产品的绿色价值纳入消费决策中,绿色购买行为日益普遍。虽然现有研究发现品牌真实性与消费者购买行为有关系,但在绿色消费领域中,品牌真实性如何影响绿色购买行为,现有研究则较少关注。通过对国内144名消费者的抽样问卷调查分析,对品牌真实性与绿色购买行为的关系及其影响机制进行了研究。实证结果表明:品牌真实性对品牌信任、环保自我担当及绿色购买行为皆有显著正向影响;品牌信任、环保自我担当对绿色购买行为有显著正向影响;环保自我担当在品牌真实性与绿色购买行为之间起到部分中介作用,品牌信任在品牌真实性与绿色购买行为之间的中介作用不成立。

As the consumers' environmental awareness is rising,the consumers began to take the green value of the product into their consuming decision-making, and the green purchasing behavior are becoming more and more popular.Though there is a relationship between the consumers' purchasing behavior and the brand authenticity,few people focus on how brand authenticity influences green purchasing behavior in the field of green consumption. We examined the relationship between brand authenticity and green purchasing behavior through a survey of 144 domestic consumers,which indicates that the brand authenticity has a direct significant positive influence on brand trust,environmental self-accountability and green purchasing behavior,and the brand trust and environmental self-accountability both have a direct significant positive effect on green purchasing behavior. Environmental self-accountability play a partially mediate role between brand authenticity and the green purchasing behavior,but the intermediary function of brand trust between brand authenticity and green purchasing behavior is not supported.