摘要
随着消费者环保意识被唤醒,消费者在品牌选择的过程中会考虑到品牌的行为是否有利于保护环境。一些高端的品牌往往环保意识比较突出,在传播过程中会强调品牌的生态功能。通过实证研究发现企业的品牌生态行为有助于提升消费者的品牌情感和品牌信任,研究也发现品牌生态行为也使消费者对产品质量的评价有正向的影响作用,品牌的生态行为可以有效促进消费者的优先选择。
With consumers’ concern about environmental protection awakened,consumer will weigh whether the behavior of the brand is beneficial to environment at the process of brand choice.Some high-end brands are more conscious of environmental protection.Ecological function will be highlighted at the process of brand communication.Empirical study shows that brand ecological behavior helps to enhance consumer brand affect and brand trust.The study also found ecological behavior has a positive effect on consumers’ evaluation on product quality.Brand ecological behavior could significantly promote consumers’ preference.
出处
《生态经济》
CSSCI
北大核心
2013年第8期172-175,178,共5页
Ecological Economy
基金
国家社会科学基金项目(12BXW038)
教育部人文社会科学基金项目(12YJC630137)
关键词
生态品牌
生态环境
品牌情感
品牌信任
品牌选择
ecological brand
ecological environment
brand affect
brand trust
brand choice
