本文選題：環(huán)境標(biāo)志 + 信息框架　； 參考：《長沙理工大學(xué)》2012年碩士論文

【摘要】：對綠色產(chǎn)品的不了解和不信任已成為很多消費者不進行綠色購買的主要原因，因而綠色產(chǎn)品信息的呈現(xiàn)方式對于企業(yè)的市場營銷工作非常重要。為了促進消費者的綠色購買行為，很多企業(yè)都開始主動或被動的實施綠色營銷并開展環(huán)境標(biāo)志認(rèn)證工作，或者進行綠色產(chǎn)品的廣告宣傳，然而這些措施是否一定有利于促進消費者的綠色購買行為還有待進一步的探討。對于環(huán)境標(biāo)志是否是個有效的工具去促進綠色購買行為并沒有一致的意見。本研究力圖從不同綠色產(chǎn)品類型角度去研究環(huán)境標(biāo)志對綠色購買行為的影響。此外，產(chǎn)品信息的不同表征方式也會引起消費者不同的反應(yīng)，對于正框架和負(fù)框架哪個更有說服力也存在很多分歧。雖然在很多領(lǐng)域?qū)τ诳蚣苄?yīng)的影響都有研究，但是卻鮮有學(xué)者研究信息框架對綠色購買行為的研究。 本研究以高校大學(xué)生為研究對象，實驗一，采用2（綠色產(chǎn)品：自利型或利他型）×2（環(huán)境標(biāo)志：有或無）被試間實驗設(shè)計，研究環(huán)境標(biāo)志在不同類型的綠色產(chǎn)品中對綠色購買行為的影響。實驗二，采用（信息框架：正或負(fù)）×2（環(huán)境關(guān)注：高或低）的被試間實驗設(shè)計，研究消費者對環(huán)境關(guān)注程度不一樣的情況下，產(chǎn)品的環(huán)境信息框架對消費者的利他購買行為的影響。本研究的主要結(jié)論包括： 1、消費者對自利型綠色產(chǎn)品的購買意愿要大于對利他型綠色產(chǎn)品的購買意愿，只有在消費者購買自利型綠色產(chǎn)品的時候，環(huán)境標(biāo)志才會影響其購買意愿，即相對無環(huán)境標(biāo)志的自利型綠色產(chǎn)品，消費者對有環(huán)境標(biāo)志的自利型綠色產(chǎn)品的購買意愿要高些。在消費者購買利他型綠色產(chǎn)品的時候，有無環(huán)境標(biāo)志都不會影響消費者的利他購買意愿。 2、當(dāng)消費者在購買利他型綠色產(chǎn)品時，，正框架比負(fù)框架對消費者購買意愿有更積極的影響，即正框架更有說服力。但是這種影響只有在消費者高度關(guān)注環(huán)境的情況下才存在，如果在消費者比較少關(guān)注環(huán)境的情況下，框架效應(yīng)是不存在的。 3、對于自利型綠色產(chǎn)品可以通過環(huán)境標(biāo)志認(rèn)證來促進消費者的綠色購買意愿，對于利他型綠色產(chǎn)品，僅僅通過環(huán)境標(biāo)志認(rèn)證并沒有很大優(yōu)勢，產(chǎn)品的環(huán)境信息呈現(xiàn)方式非常重要，但是這也與消費者對環(huán)境關(guān)注的程度有關(guān)。
[Abstract]:The lack of understanding and distrust of green products has become the main reason why many consumers do not buy green products, so the presentation of green product information is very important for the marketing work of enterprises.In order to promote the green purchase behavior of consumers, many enterprises begin to implement green marketing actively or passively and carry out environmental label certification work, or carry out advertising of green products.However, whether these measures will help to promote the green purchase behavior of consumers remains to be further explored.There is no consensus on whether environmental labels are an effective tool to promote green buying.This study tries to study the influence of environmental label on green purchase behavior from different green product types.In addition, different representations of product information will cause different reactions from consumers, and there are many differences on which positive or negative frames are more persuasive.Although the influence of frame effect has been studied in many fields, few scholars have studied the effect of information framework on green purchase behavior.This study took college students as the research object, experiment 1, using 2 (green products: self-interest or altruism) 脳 2 (environmental marker: yes or no) test design between the subjects,To study the influence of environmental signs on green purchase behavior in different types of green products.Experiment two, using (information framework: positive or negative) 脳 2 (environmental concern: high or low) between the experimental design, to study the degree of consumer attention to the environment is not the same,The impact of the environmental information framework on the altruistic behavior of consumers.The main conclusions of this study include:1. Consumers' willingness to purchase green products of self-interest is greater than that of green products of altruism. Only when consumers buy green products of self-interest can environmental signs affect their willingness to buy.That is to say, consumers are more willing to buy green products with environmental labels.When consumers buy altruistic green products, the existence of environmental signs will not affect consumers' altruistic purchase intention.2. When consumers buy altruistic green products, positive frames have more positive effects on consumers' willingness to buy than negative ones, that is, positive frames are more persuasive.But this kind of influence only exists when the consumer pays close attention to the environment, if the consumer pays less attention to the environment, the frame effect does not exist.3, for self-interest green products can be through environmental label certification to promote consumer green purchase willingness, for altruistic green products, only through the environmental label certification does not have a great advantage,The way the environmental information of the product is presented is very important, but it also depends on the degree of the consumer's attention to the environment.
【學(xué)位授予單位】：長沙理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F205

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