本文選題：感知風(fēng)險(xiǎn) + 綠色產(chǎn)品�。� 參考：《武漢理工大學(xué)》2015年碩士論文

【摘要】：改革開放以來(lái),我國(guó)經(jīng)濟(jì)實(shí)現(xiàn)了跨越式的發(fā)展,但同時(shí)也帶來(lái)了自然生態(tài)環(huán)境的惡化,并且因生態(tài)環(huán)境惡化給人們生產(chǎn)生活帶來(lái)的負(fù)面影響正在不斷加劇。在環(huán)境破壞帶來(lái)的壓力下,政府、企業(yè)和消費(fèi)者個(gè)體開始意識(shí)到實(shí)現(xiàn)可持續(xù)發(fā)展的重要性,而實(shí)現(xiàn)可持續(xù)發(fā)展的一項(xiàng)重要舉措就是推進(jìn)全民“綠色消費(fèi)”。近年來(lái),綠色產(chǎn)品的優(yōu)點(diǎn)逐漸被人們了解并認(rèn)可,人們對(duì)綠色消費(fèi)的渴求也愈加強(qiáng)烈,但相比于發(fā)達(dá)國(guó)家,我國(guó)全民綠色消費(fèi)仍處于較低水平,綠色產(chǎn)品市場(chǎng)發(fā)展也相對(duì)遲緩。在這種情形下,找出影響我國(guó)綠色消費(fèi)的因素就顯得十分重要。本文將感知風(fēng)險(xiǎn)作為切入點(diǎn)來(lái)研究消費(fèi)者個(gè)體行為,辨別哪些因素對(duì)消費(fèi)者綠色產(chǎn)品購(gòu)買意愿產(chǎn)生影響,判別消費(fèi)者綠色產(chǎn)品購(gòu)買意愿是否受到感知風(fēng)險(xiǎn)的作用,分析消費(fèi)者綠色產(chǎn)品購(gòu)買意愿受不同感知風(fēng)險(xiǎn)維度的作用程度是否一致。針對(duì)上述問(wèn)題,通過(guò)對(duì)國(guó)內(nèi)外學(xué)者已有相關(guān)成果分析總結(jié),本文以信任、涉入程度作為消費(fèi)者購(gòu)買綠色產(chǎn)品感知風(fēng)險(xiǎn)的前因變量,以身體風(fēng)險(xiǎn)、時(shí)間風(fēng)險(xiǎn)、綠色風(fēng)險(xiǎn)、社會(huì)風(fēng)險(xiǎn)、財(cái)務(wù)風(fēng)險(xiǎn)和功能風(fēng)險(xiǎn)作為消費(fèi)者購(gòu)買綠色產(chǎn)品感知風(fēng)險(xiǎn)的組成維度,構(gòu)建出一個(gè)感知風(fēng)險(xiǎn)與消費(fèi)者綠色產(chǎn)品購(gòu)買意愿關(guān)系的概念模型并提出相應(yīng)的假設(shè)。其次,以綠色家電產(chǎn)品為例,采用問(wèn)卷調(diào)查的方式進(jìn)行數(shù)據(jù)的收集,對(duì)獲得的數(shù)據(jù)進(jìn)行因子分析、相關(guān)分析、回歸分析等處理,檢驗(yàn)提出的假設(shè)。研究結(jié)果表明:消費(fèi)者感知風(fēng)險(xiǎn)水平越高其購(gòu)買綠色產(chǎn)品的意愿越弱,其中感知財(cái)務(wù)風(fēng)險(xiǎn)對(duì)其購(gòu)買綠色產(chǎn)品的意愿影響最大;消費(fèi)者對(duì)綠色產(chǎn)品的信任度越高其購(gòu)買綠色產(chǎn)品的意愿越強(qiáng),感知到的除時(shí)間風(fēng)險(xiǎn)外的其他風(fēng)險(xiǎn)水平越低;消費(fèi)者對(duì)綠色產(chǎn)品的涉入程度越高其購(gòu)買綠色產(chǎn)品的意愿越強(qiáng),感知到的風(fēng)險(xiǎn)水平越低;不同性別的消費(fèi)者感知到的風(fēng)險(xiǎn)水平不存在明顯差別,但不同學(xué)歷的消費(fèi)者感知到的風(fēng)險(xiǎn)水平存在明顯差別,不同年齡、不同職業(yè)以及不同收入的消費(fèi)者在感知到的部分風(fēng)險(xiǎn)上存在明顯差別;不同性別、學(xué)歷、年齡、職業(yè)、收入的消費(fèi)者購(gòu)買綠色產(chǎn)品意愿的強(qiáng)弱和對(duì)綠色產(chǎn)品涉入程度的高低都存在明顯差別,但他們對(duì)綠色產(chǎn)品的信任程度并不存在明顯差別。最后,以上述研究結(jié)論為依據(jù)為國(guó)內(nèi)企業(yè)在低碳經(jīng)濟(jì)環(huán)境下實(shí)施綠色產(chǎn)品營(yíng)銷提供一些建議并指出本文的研究不足及研究展望。
[Abstract]:Since the reform and opening up, China's economy has developed by leaps and bounds, but at the same time it has also brought about the deterioration of the natural ecological environment, and the negative impact on people's production and life brought by the deterioration of the ecological environment is becoming more and more serious. Under the pressure of environmental damage, the government, enterprises and consumers begin to realize the importance of sustainable development, and an important measure to achieve sustainable development is to promote the "green consumption" of the whole people. In recent years, the advantages of green products have been gradually understood and recognized, and the demand for green consumption has become increasingly strong. However, compared with the developed countries, the green consumption of all people in China is still at a relatively low level, and the development of green products market is relatively slow. In this case, it is very important to find out the factors that affect the green consumption of our country. This paper takes perceived risk as a starting point to study consumer's individual behavior, identify which factors have an impact on consumer's green product purchase intention, and judge whether consumer's green product purchase intention is affected by perceived risk. This paper analyzes whether consumers' green product purchase willingness is influenced by different perceived risk dimensions. In view of the above problems, through the domestic and foreign scholars have the related results analysis and summary, this article regards trust, involvement degree as the consumer purchase green product perceived risk of the pre-dependent variable, with physical risk, time risk, green risk, Social risk, financial risk and functional risk are considered as the component dimensions of perceived risk for consumers to purchase green products. A conceptual model of the relationship between perceived risk and consumers' willingness to buy green products is constructed and the corresponding assumptions are put forward. Secondly, taking green household electrical appliances as an example, the data are collected by questionnaire, and the data obtained are processed by factor analysis, correlation analysis, regression analysis and so on, and the hypotheses are tested. The results show that the higher the level of consumer perceived risk, the weaker their willingness to buy green products, and the perceived financial risk has the greatest influence on their willingness to buy green products; The higher the consumer's trust in the green product, the stronger the willingness to buy the green product, the lower the perceived risk level other than the time risk; the higher the consumer's involvement in the green product is, the stronger the consumer's willingness to buy the green product is. The perceived risk level is lower; there is no significant difference in perceived risk level among different gender consumers, but there are significant differences in perceived risk level between different educational background consumers, different ages, There are significant differences in perceived risks among consumers in different occupations and different incomes; gender, education, age, occupation, There are significant differences in the willingness of consumers to buy green products and the degree of involvement in green products, but there is no significant difference in their trust in green products. Finally, based on the above conclusions, some suggestions are provided for domestic enterprises to implement green product marketing under the low carbon economy environment, and the research deficiencies and research prospects of this paper are pointed out.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55

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