摘要
以计划行为理论等经典消费者行为模型为基础,可系统探索消费者占有的一般性、专业性及专门性可持续性知识对其绿色消费行为的影响。抽取558名典型消费者样本的实证研究表明,消费者占有的可持续性知识对绿色消费行为存在积极影响;消费者对品牌可持续性的感知是可持续性知识影响消费行为的中介变量,它完全中介了一般性知识和专业性知识对绿色消费行为的影响,部分中介了专门性知识对绿色消费行为的影响;消费者一般性知识与专门性知识并不对立,互相关程度较高。一方面,该研究揭示了绿色消费行为的知识驱动机制,为绿色消费行为研究提供了新的理论构建;另一方面,该研究为绿色营销及可持续性管理提供了理论依据和工作思路。
Based on classical consumer behavior model,including Plan Behavior Theory ect.,the authors systematicallyexplores the influence of consumer knowledge on consumption behavior,including common,professional and specificknowledge,and conducts an empirical study with558samples.The results indicate that:consumer sustainability knowledgewould affect green behavior significantly;consumers’perception of brand sustainability would play the mediating role in theeffect of consumer knowledge on consumption behavior,while it did so fully on common and professional knowledge and partlyon specific knowledge;and the different knowledge are correlated significantly.On one hand,this research explores theknowledge driving mechanism of green consumption behavior,and provides green consumption behavior related research withnew theoretical construction.On the other hand,this research provides green marketing and sustainable management withtheoretical basis and way of thinking.
作者
龙成志
卿前龙
LONG Cheng-zhi;QING Qian-long(Guangdong University of Finance,Guangzhou,Guangdong510534,China)
出处
《中国流通经济》
CSSCI
北大核心
2017年第7期91-102,共12页
China Business and Market
基金
广东省自然科学基金项目"基于品牌可持续性涌现的复杂系统研究"(2015A030313703)
广东省普通高校创新强校工程项目"城市社区户外公共休闲空间剥夺对居民休闲生活指数的效应研究"(2015WTSCX074)
"CSR2.0与可持续创业"(20170408112)
关键词
消费者知识
品牌可持续性感知
绿色消费行为
consumer knowledge
brand sustainability perception
green consumption behavior
