绿色属性中心性对消费者购买意愿的影响机制研究:产品类型的调节作用与收益感知的中介效应

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。

开发绿色产品 打开绿色通道——论恩施州迎接市场挑战的“绿色”战略

壮大绿色产业、发展绿色产品,是中国农业特别是山区农业挑战国内外市场、迈向现代化的重要突破口.得绿色者得市场,得绿色者得"天下".通过对湖北省恩施州现有物质资源及发展状况的详尽阐述,有针对性地提出了其今后的发展思路及发展对策.

On Breaking Through "the Green Trade Barrier" via the Recycling Agriculture Mode

With their advantages in the field of environmental protection, by means of combining trade in the WTO andenvironmental protection, many countries and territories have laid down the principle of "the green trade barrier", whichconstitutes a serious challenge against our produce export. It is hypothesized that the basic solution to the barrier is thereplacement of the conventional agricultural mode with the recycling agriculture mode, whereby implementations and mea-sures of the new mode are put forward,