品牌绿色形象定位对消费者品牌态度的影响机理——基于能力感知与温暖感知的中介作用

Mechanism of How Brand Green Image Positioning Influences Consumers’Brand Attitude——The Mediating Role of Competence Perception and Warmth Perception

企业在品牌层面实施环境友好型发展战略,通过绿色形象定位将品牌独特的环保价值和绿色主张传递给消费者,已经成为其获取绿色市场份额、赢得持续性竞争优势的重要前提。但现有研究缺乏对品牌绿色形象定位策略下消费者心理决策机制的探讨。本文通过两个实验探讨了品牌绿色形象定位对消费者品牌态度的影响机理。实验结果表明:在品牌绿色形象定位策略中,绿色功能属性定位更易激发能力感知,绿色情感价值定位更易激发温暖感知。能力感知与温暖感知在品牌绿色形象定位对绿色品牌依恋感和品牌态度的影响中起共同中介作用,且共同中介作用受到了品牌自我一致性的调节。

It has become an important prerequisite for enterprise to gain green market share and win sustainable competitive advantage by implementing environmentally-friendly development strategies at the brand level,especially through green image positioning strategy to convey brand’s unique environmental value and green proposition to consumers.However,existing researches lack discussions on consumers’psychological decision-making mechanism under brand green image positioning strategies.This study discusses the mechanism of how brand green image positioning influences consumer brand attitudes through two experiments.Experiment results show that green functional attribute positioning is more likely to stimulate consumer’s brand competence perception,while green emotional value positioning is more likely to stimulate consumer’s brand warmth perception.Competence perception and warmth perception play a dual mediating role in the influence of brand green image positioning on green brand attachment and brand attitude,and the dual mediating effect is further moderated by consumer’s brand self-congruity.