摘要
以往关于产品绿色属性对消费者购买意愿影响的研究尚未达成一致结论。文章通过两个情境实验系统性地探讨了不同产品类型情境下产品绿色属性对消费者购买意愿的影响机制。结果表明,对于享乐型产品,高绿色属性中心性相较于低绿色属性中心性会激发消费者更强烈的购买意愿。对于实用型产品,低绿色属性中心性相较于高绿色属性中心性会激发消费者更强烈的购买意愿。此外,在享乐品情境下,自我表达收益在高绿色属性中心性提升消费者购买意愿的过程中起中介作用;在实用品情境下,环境功利收益在低绿色属性中心性提升消费者购买意愿的过程中起中介作用。
Previous studies have not reached a consistent conclusion about the impact of product green attribute on consumers’purchase intention.This study systematically explores the influence mechanism of green attributes on consumers’purchase intention under the situation of different product types through two setting experiments.The results show that for hedonic products,high centrality of green attributes can enhance consumer purchase intention compared with low centrality of green attributes.For utilitarian products,low centrality of green attributes can enhance consumer purchase intention compared with high centrality of green attributes.Additionally,the positive effect of high centrality of green attributes on consumer purchase intention is mediated by self-expression benefit for hedonic products,whereas the positive effect of low centrality of green attributes on consumer purchase intention is mediated by utilitarian environmental benefit for utilitarian products.
作者
龚思羽
盛光华
GONG Siyu;SHENG Guanghua(Business School,Nanjing Normal University,Nanjing 210046,China;Business School,Jilin University,Changchun 130012,China)
出处
《商业经济与管理》
CSSCI
北大核心
2021年第4期52-64,共13页
Journal of Business Economics
基金
国家社会科学基金重大招标项目“推进居民绿色消费升级的监管体系研究”(19ZDA107)
吉林省教育厅“十三五”社会科学研究项目“全民环境共治视阈下参照群体对消费者绿色消费的影响机制研究”(JJKH20201145SK)。
关键词
产品绿色属性中心性
消费者购买意愿
产品类型
环境功利收益
自我表达收益
centrality of green attributes
consumer purchase intention
product type
utilitarian environmental benefit
self-expression benefit
