本文選題：綠色品牌 + 綠色消費(fèi)　； 參考：《天津大學(xué)》2012年博士論文

【摘要】：自改革開(kāi)放至今，我國(guó)經(jīng)濟(jì)持續(xù)高速增長(zhǎng)，人民生活水平不斷提高，取得了令世人矚目的成就。但粗放型經(jīng)濟(jì)增長(zhǎng)模式仍未從根本上得以改變，進(jìn)入21世紀(jì)，資源環(huán)境與社會(huì)經(jīng)濟(jì)發(fā)展之間的矛盾越發(fā)凸顯，且其已經(jīng)成為我國(guó)經(jīng)濟(jì)社會(huì)發(fā)展的瓶頸因素，倘若繼續(xù)沿襲粗放型的傳統(tǒng)經(jīng)濟(jì)發(fā)展模式，資源將難以為繼，人類(lèi)賴(lài)以生存的自然生態(tài)環(huán)境將不堪重負(fù)。 隨著環(huán)保運(yùn)動(dòng)在世界范圍內(nèi)的深入開(kāi)展，以消除和減少企業(yè)在生產(chǎn)經(jīng)營(yíng)過(guò)程中對(duì)生態(tài)環(huán)境影響的綠色消費(fèi)浪潮必將成為引領(lǐng)企業(yè)主宰未來(lái)市場(chǎng)，實(shí)現(xiàn)可持續(xù)發(fā)展戰(zhàn)略的必然選擇。積極發(fā)展綠色經(jīng)濟(jì)既利于加快形成節(jié)約資源和保護(hù)自然生態(tài)環(huán)境的產(chǎn)業(yè)結(jié)構(gòu)、增長(zhǎng)方式、消費(fèi)方式；又有利于建設(shè)資源節(jié)約型、環(huán)境友好型社會(huì)，促進(jìn)人與自然的和諧發(fā)展。因此，深入研究后經(jīng)濟(jì)危機(jī)時(shí)代城市消費(fèi)者基于綠色品牌的消費(fèi)行為特征就顯得尤為重要了。目前，國(guó)內(nèi)學(xué)術(shù)界涉及綠色品牌消費(fèi)行為研究領(lǐng)域的科研成果較少，且多以定性分析為主，實(shí)證研究偏少。 基于上述考慮，本文從可持續(xù)發(fā)展視角切入，對(duì)消費(fèi)者基于綠色品牌的消費(fèi)行為進(jìn)行系統(tǒng)分析和實(shí)證研究，以期為可持續(xù)消費(fèi)模式提供新的研究視角和實(shí)證經(jīng)驗(yàn)，其主要研究?jī)?nèi)容包括：首先，回顧了國(guó)內(nèi)外學(xué)者基于綠色品牌消費(fèi)行為的相關(guān)文獻(xiàn)，對(duì)影響消費(fèi)者綠色消費(fèi)行為的相關(guān)理論進(jìn)行系統(tǒng)梳理，分別從綠色營(yíng)銷(xiāo)理論、綠色品牌研究及消費(fèi)者行為理論三個(gè)層面進(jìn)行系統(tǒng)分析，為后續(xù)實(shí)證研究工作奠定了堅(jiān)實(shí)的理論基礎(chǔ)。其次，，本文將影響消費(fèi)者對(duì)綠色品牌選擇的前置因素歸納為：社會(huì)心理因素、情境因素、經(jīng)濟(jì)因素和社會(huì)人口因素四個(gè)層面16個(gè)維度，并針對(duì)每一個(gè)維度進(jìn)行嚴(yán)謹(jǐn)?shù)睦碚撏茖?dǎo)及研究假設(shè)，提出了基于綠色品牌消費(fèi)行為影響因素模型。再次，本文通過(guò)實(shí)證研究的方式，對(duì)低碳經(jīng)濟(jì)環(huán)境下天津市消費(fèi)者進(jìn)行綠色消費(fèi)的相關(guān)數(shù)據(jù)進(jìn)行分析，系統(tǒng)考察影響消費(fèi)者進(jìn)行綠色消費(fèi)的相關(guān)因素，并運(yùn)用數(shù)理統(tǒng)計(jì)方法對(duì)理論模型進(jìn)行嚴(yán)格檢驗(yàn)。最后，深入探討對(duì)現(xiàn)代企業(yè)綠色營(yíng)銷(xiāo)、政府及環(huán)保NGO公共管理的啟示。強(qiáng)調(diào)通過(guò)引入服務(wù)質(zhì)量差距模型來(lái)有效彌補(bǔ)綠色消費(fèi)顧客滿意度與企業(yè)服務(wù)質(zhì)量之間所存在的差距。此外，基于綠色營(yíng)銷(xiāo)在我國(guó)發(fā)展的現(xiàn)狀，從企業(yè)、政府、環(huán)保NGO三個(gè)層面分析其對(duì)消費(fèi)者綠色消費(fèi)行為的影響，并基于各自不同的視角切入，探討其對(duì)實(shí)施綠色營(yíng)銷(xiāo)、促進(jìn)綠色消費(fèi)方面所發(fā)揮的積極、能動(dòng)作用。在此基礎(chǔ)上，提出了基于可持續(xù)發(fā)展視角下的國(guó)內(nèi)綠色營(yíng)銷(xiāo)新四力模型。
[Abstract]:Since the reform and opening up to date, China's economy continues to grow at a high speed, and the people's living standards are constantly improving, which has made remarkable achievements in the world. However, the pattern of extensive economic growth has not been fundamentally changed. In the 21st century, the contradiction between resources, environment and social and economic development has become more and more prominent, and it has become the bottleneck factor of our country's economic and social development. If we continue to follow the extensive traditional economic development model, the resources will be difficult to continue, and the natural ecological environment on which mankind depends will be overwhelmed. With the development of the environmental protection movement in the world, the green consumption tide of eliminating and reducing the influence of enterprises on the ecological environment in the process of production and operation will become the leading enterprise to dominate the future market. The inevitable choice to realize the strategy of sustainable development. The positive development of green economy not only helps to accelerate the formation of industrial structure, growth mode and consumption mode of saving resources and protecting natural ecological environment, but also helps to build a resource-saving, environment-friendly society and promote the harmonious development of man and nature. Therefore, it is particularly important to study the characteristics of urban consumers' consumption behavior based on green brand in the post-economic crisis era. At present, there are few research achievements in the field of green brand consumption behavior in domestic academic circles, and most of them are qualitative analysis, but the empirical research is less. Based on the above considerations, this paper makes a systematic analysis and empirical research on consumer's consumption behavior based on green brand from the perspective of sustainable development, in order to provide a new perspective and empirical experience for sustainable consumption patterns. The main research contents are as follows: firstly, reviewing the relevant literature of domestic and foreign scholars based on green brand consumption behavior, systematically combing the relevant theories affecting consumer green consumption behavior, respectively from the green marketing theory. Three levels of green brand research and consumer behavior theory are systematically analyzed, which lays a solid theoretical foundation for the follow-up empirical research. Secondly, this paper concludes the pre-factors that influence consumers' choice of green brand into four dimensions: social psychological factors, situational factors, economic factors and socio-demographic factors. Based on the rigorous theoretical derivation and research hypothesis of each dimension, this paper puts forward a model of influencing factors based on green brand consumption behavior. Thirdly, through the way of empirical research, this paper analyzes the relevant data of green consumption of consumers in Tianjin under the low carbon economy environment, and systematically investigates the relevant factors that affect the green consumption of consumers. The mathematical statistical method is used to strictly test the theoretical model. Finally, the enlightenment to modern enterprise green marketing, government and environmental protection NGO public management is discussed in depth. It is emphasized that the gap between green consumer satisfaction and enterprise service quality can be effectively bridged by introducing the service quality gap model. In addition, based on the current situation of green marketing in our country, this paper analyzes the influence of green marketing on consumer green consumption behavior from three aspects: enterprise, government and environmental protection NGO, and discusses its impact on the implementation of green marketing from different perspectives. To promote green consumption to play an active and dynamic role. On this basis, a new four-force model of domestic green marketing based on sustainable development is put forward.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F273.2;F205;F224

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本文編號(hào)：2071332