消费者绿色消费行为影响因素研究——以电子商务为视角

Study on the Influencing Factors of Consumers’Green Consumption Behavior:From the E-Commerce Environment Perspective

推进绿色消费是践行绿色发展理念、实现“双碳”目标的必然要求。论文将电子商务环境下消费者绿色消费行为分为购前决策行为及购后实践、互动行为,分别形成相关影响因素模型,提出研究假设,通过调查数据进行实证分析。研究表明:新冠肺炎疫情下消费者绿色产品购买意愿增强并正向影响购买行为;产品质量不显著影响购前决策行为却显著影响购后实践、互动行为;服务质量、信息质量、价格因素均显著影响购前决策行为及购后实践、互动行为。基于以上研究结论,从电商平台的监管机制、优惠政策、信息质量以及推广绿色物流方面提出相应的优化对策,以激发与满足消费者的绿色消费需求,提升绿色消费满意度,引导绿色消费行为。

Promoting green consumption is an inevitable requirement for practicing the concept of green development and realizing the goal of“double carbon”.This paper divides consumers’green consumption behavior into pre-purchase decision behavior,post-purchase practice and interactive behavior under e-commerce environment,respectively forms relevant influencing factor models,puts forward research hypotheses,and conducts empirical analysis through survey data.The research shows that:under the epidemic situation,consumers’purchasing intention of green products increases and positively affects their purchasing behavior;Product quality does not significantly affect pre-purchase decision-making behavior,but significantly affects post-purchase practice and interaction behavior;Service quality,information quality and price factors significantly affect pre-purchase decision-making behavior,post-purchase practice and interaction behavior.Based on the above research conclusions,this paper puts forward corresponding optimization countermeasures from the supervision mechanism,preferential policies,information quality and promotion of green logistics of e-commerce platform,in order to stimulate and meet consumers’green consumption demand,improve green consumption satisfaction and guide green consumption behavior.