消费者绿色品牌真实性感知指标构建与评价

Construction and Evaluation of the Indicators of Consumer-based Green Brand Authenticity Perception

在文献研究、深度访谈的基础上,构建消费者绿色品牌真实性感知原始测量指标。探索性因子分析和验证性因子分析结果表明,消费者绿色品牌真实性感知指标由质量承诺、文化传承、诚信以及绿色属性四个维度构成,用于测量绿色品牌真实性的量表由13个项目组成,量表具有较好的信度和效度。从深度挖掘品牌文化和坚持儒商诚信原则诚实营销两个方面给出营销建议。

Based on the existing literature review,personal interview and questionnaire,this paper establishes the raw evaluation indicators of consumer green brand authenticity perception.The results of the further exploratory factor analysis and confirmatory factor analysis,indicate that green brand authenticity perception consists of four dimensions:quality commitment,culture heritage,sincerity and green property.Multi-step psychometric tests demonstrate that the new green brand authenticity perception scale which includes 13 items is reliable and valid.Finally,this paper makes some suggestions on how to excavate brand culture and stick to confucius credibility in marketing.