商业经济与管理

2021, 04, No.354 52-64

绿色属性中心性对消费者购买意愿的影响机制研究：产品类型的调节作用与收益感知的中介效应

基金项目(Foundation): 国家社会科学基金重大招标项目“推进居民绿色消费升级的监管体系研究”(19ZDA107); 吉林省教育厅“十三五”社会科学研究项目“全民环境共治视阈下参照群体对消费者绿色消费的影响机制研究”(JJKH20201145SK)

邮箱(Email):

DOI: 10.14134/j.cnki.cn33-1336/f.2021.04.005

发布时间： 2021-04-15

出版时间： 2021-04-15

移动端阅读

3,775	55	290
下载次数	被引频次	阅读次数

引用本文下载本文

PDF

引用导出

GB/T 7714-2015 MLA APA Refworks EndNote NoteExpress NoteFirst

摘要全文参考文献出版信息相关文章

摘要：

以往关于产品绿色属性对消费者购买意愿影响的研究尚未达成一致结论。文章通过两个情境实验系统性地探讨了不同产品类型情境下产品绿色属性对消费者购买意愿的影响机制。结果表明,对于享乐型产品,高绿色属性中心性相较于低绿色属性中心性会激发消费者更强烈的购买意愿。对于实用型产品,低绿色属性中心性相较于高绿色属性中心性会激发消费者更强烈的购买意愿。此外,在享乐品情境下,自我表达收益在高绿色属性中心性提升消费者购买意愿的过程中起中介作用;在实用品情境下,环境功利收益在低绿色属性中心性提升消费者购买意愿的过程中起中介作用。

关键词： 产品绿色属性中心性; 消费者购买意愿; 产品类型; 环境功利收益; 自我表达收益;

Abstract：

Previous studies have not reached a consistent conclusion about the impact of product green attribute on consumers' purchase intention. This study systematically explores the influence mechanism of green attributes on consumers' purchase intention under the situation of different product types through two setting experiments. The results show that for hedonic products, high centrality of green attributes can enhance consumer purchase intention compared with low centrality of green attributes. For utilitarian products, low centrality of green attributes can enhance consumer purchase intention compared with high centrality of green attributes. Additionally, the positive effect of high centrality of green attributes on consumer purchase intention is mediated by self-expression benefit for hedonic products, whereas the positive effect of low centrality of green attributes on consumer purchase intention is mediated by utilitarian environmental benefit for utilitarian products.

KeyWords： centrality of green attributes; consumer purchase intention; product type; utilitarian environmental benefit; self-expression benefit;

如需获取全文，请访问cnki.net

参考文献

[1]盛光华，龚思羽，葛万达.品牌绿色延伸会提升消费者响应吗?——绿色延伸类型与思维模式的匹配效应研究[J].外国经济与管理，2019(4):99-111.

[2]GERSHOFF A D,FRELS J K.What makes it green?The role of centrality of green attributes in evaluations of the greenness of products[J].Journal of Marketing,2015,79(1):97-110.

[3]LUCHS M G,NAYLOR R W,IRWIN J R,et al.The sustainability liability:potential negative effects of ethicality on product preference[J].Journal of Marketing,2010,74(5):18-31.

[4]LIN Y C,CHANG C A.Double Standard:the role of environmental consciousness in green product useage[J].Journal of Marketing,2012,76(5):125-134.

[5]WU T W,DAY R L,MACKAY D B.Consumer benefits versus product attributes:an experimental test[J].Quarterly Journal of Business and Economics,1988,27(3):88-113.

[6]GUO R,TAO L,LI C B,et al.A path analysis of green washing in a trust among Chinese energy companies:the role of brand legitmacy and brand loyalty[J].Journal of Business Ethics,2017,140(3):523-536.

[7]SCHALTENBRAND B,FOERSTL K,AZADEGAN A,et al.See what we want to see?The effects of managerial experience on corporate green investments[J].Journal of Business Ethics,2018,150(4):1129-1150.

[8]DANGELICO R M,PUJARI D,PONTRANDOLFO P.Green product innovation in manufacturing firms:a sustainability-oriented dynamic capability perspective[J].Business Strategy and the Environment,2017,26(4):490-506.

[9]SHENG G H,XIE F,GONG S Y,et al.The role of cultural values in green purchasing intention:empirical evidence from Chinese consumers[J].International Journal of Consumer Studies,2019,43(3):315-326.

[10]SLOMAN S A,LOVE B C,AHN W K.Feature centrality and conceptual coherence[J].Cognitive Science,1998,22(2):189-228.

[11]KUMAR P,GHODESWAR BHIMRAO M.Factors affecting consumers' green product purchase decisions[J].Marketing Intelligence & Planning,2015,33(3):330-347.

[12]CHERNEV A.Jack of all trades or master of one?Product differentiation and compensatory reasoning in consumer choice[J].Journal of Consumer Research,2007,33(4):430-444.

[13]NELSON P.Information and consumer behavior[J].Journal of Political Economy,1970,78(2):311-329.

[14]ATKINSON L,ROSENTHAL S.Signaling the green sell:the influence of eco-label source,argument specificity,and product involvement on consumer trust[J].Journal of Advertising,2014,43(1):33-45.

[15]BOTTI S,MCGILL A L.The locus of choice:personal causality and satisfaction with hedonic and utilitarian decisions[J].Journal of Consumer Research,2011,37(6):1065-1078.

[16]SALERNO A,LARAN J,JANISZEWSKI C.Hedonic eating goals and emotion:when sadness decreases the desire to indulge[J].Journal of Consumer Research,2014,41(1):135-151.

[17]KIVETZ R,ZHENG Y.The effects of promotions on hedonic versus utilitarian purchases[J].Journal of Consumer Psychology,2017,27(1):59-68.

[18]PARK J,JAVALGI R,WACHTER M.Product ethnicity and perceived consumer authenticity:the moderating role of product type[J].Journal of Consumer Marketing,2016,33(6):458-468.

[19]黄敏学，姚舜禹，刘茂红.自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果[J].心理学报，2018(8):907-919.

[20]BATRA R,AHTOLA O T.Measuring the hedonic and utilitarian sources of consumer attitudes[J].Marketing Letters,1991,2(2):159-170.

[21]OLSEN M C,SLOTEGRAAF R J,CHANDUKALA S R.Green claims and message frames:how green new products change brand attitude[J].Journal of Marketing,2014,78(5):119-137.

[22]ARIELY D,LEVAV J.Sequential choice in group settings:taking the road less traveled and less enjoyed[J].Journal of Consumer Research,2000,27(3):279-290.

[23]HERR P M,KARDES,F R,KIM J.Effects of word-of-mouth and product-attribute information on persuasion:an accessibility-diagnosticity perspective[J].Journal of Consumer Research,1991,17(4):454-462.

[24]BEARDEN W O,ROSE R L.Attention to social comparison information:an individual difference factor affecting consumer conformity[J].Journal of Consumer Research,1990,16(4):461-471.

[25]LIN J,LOBO A,LECKIE C.The role of benefits and transparency in shaping consumers' green perceived value,self-brand connection and brand loyalty[J].Journal of Retailing & Consumer Services,2017,35(3):133-141.

[26]ERIFILI P,SERGIOS D.Consumer-green brand relationships:revisiting benefits,relationship quality and outcomes[J].Journal of Product & Brand Management,2019,28(2):166-187.

[27]SHETH J N,NEWMAN B I,GROSS B.Why we buy what we buy:a theory of consumption values[J].Journal of Business Research,1991,22(2):159-170.

[28]PARKER B T.A comparison of brand personality and brand user-imagery congruence[J].Journal of Consumer Marketing,2009,26(3):175-184.

[29]HARTMANN P,IBáEZ V A,SAINZ F J F.Green branding effects on attitude:functional versus emotional positioning strategies[J].Marketing Intelligence & Planning,2005,23(1):9-29.

[30]SHARMA A,FOROPON C.Green product attributes and green purchase behavior:a theory of planned behavior perspective with implications for circular economy[J].Management Decision,2019,57(4):1018-1042.

[31]NEWMAN G E,GORLIN M,DHAR R.When going green backfires:how firm intentions shape the evaluation of socially beneficial product enhancements[J].Journal of Consumer Research,2014,41(3):823-839.

[32]OLSON E L.It's not easy being green:the effects of attribute tradeoffs on green product preference and choice[J].Journal of the Academy of Marketing Science,2013,41(2):171-184.

[33]MOORE S G.Attitude predictability and helpfulness in online reviews:the role of explained actions and reactions[J].Journal of Consumer Research,2015,42(1):30-44.

[34]YANG Y,GU Y,GALAK J.When it could have been worse,it gets better:how favorable uncertainty resolution slows hedonic adaptation[J].Journal of Consumer Research,2017,43(5):747-768.

[35]CHITTURI R,RAGHUNATHAN R,MAHAJAN V.Delight by design:the role of hedonic versus utilitarian benefits[J].Journal of Marketing,2008,72(3):48-63.

[36]GIEBELHAUSEN M,CHUN H E,CRONIN J J J,et al.Adjusting the warm-glow thermostat:how incentivizing participation in voluntary green programs moderates their impact on service satisfaction[J].Journal of Marketing,2016,80(4):56-71.

[37]王汉瑛，邢红卫，田虹.定位绿色消费的“黄金象限”:基于刻板印象内容模型的响应面分析[J].南开管理评论，2018(3):205-216.

[38]BALTAS G,KOKKINAKI F,LOUKOPOULOU A.Does variety seeking vary between hedonic and utilitarian products?The role of attribute type[J].Journal of Consumer Behaviour,2017,16(1):1-12.

[39]张应语，张梦佳，王强，等.基于感知收益-感知风险框架的O2O模式下生鲜农产品购买意愿研究[J].中国软科学，2015(6):128-138.

[40]PARASURAMAN A,GREWAL D.The impact of technology on the quality-value-loyalty chain:a research agenda[J].Journal of the Academy of Marketing Science,2000,28(1):168-174.

[41]HOLBROOK M B,HIRSCHMAN E C.Experiential aspects of consumption:consumer fantasies,feelings,and fun[J].Journal of Consumer Research,1982,9(2):132-140.

[42]ALBA J W,WILLIAMS E F.Pleasure principles:a review of research on hedonic consumption[J].Journal of Consumer Psychology,2013,23(1):2-18.

[43]ALI T,ONUR B H.The Green consumption effect:how using green products improves consumption experience[J].Journal of Consumer Research,2020,47(1):25-39.

[44]OKADA E M.Justification effects on consumer choice of hedonic and utilitarian goods[J].Journal of Marketing Research,2005,42(1):43-53.

[45]吴波，李东进，王财玉.绿色还是享乐?参与环保活动对消费行为的影响[J].心理学报，2016(12):1574-1588.

[46]ALAN D,DIPANKAR C,GABRIEL B.Memory-based inferences during consumer choice[J].Journal of Consumer Research,1990,17(1):82-93.

[47]AAKER J L,GARBINSKY E N,VOHS K D.Cultivating admiration in brands:warmth,competence,and landing in the “golden quadrant”[J].Journal of Consumer Psychology,2012,22(2):191-194.

[48]BELK R W.Possessions and the extended self [J].Journal of Consumer Research,1988,15(2):139-168.

[49]BODUR H O,DUVAL K M,GROHMANN B.Will you purchase environmentally friendly products?Using prediction requests to increase choice of sustainable products[J].Journal of Business Ethics,2015,129(1):59-75.

[50]JUNG H J,KIM H J,OH K W.Green leather for ethical consumers in China and Korea:facilitating ethical consumption with value-belief-attitude logic[J].Journal of Business Ethics,2016,135(3):483-502.

[51]ERIFILI P,SERGIOS D.Consumer-green brand relationships:revisiting benefits,relationship quality and outcomes[J].Journal of Product & Brand Management,2019,28(2):166-187.

[52]GROLLEAU G,MZOUGHI N,SUTAN A.Does advertising the green benefits of products contribute to sustainable development goals?A quasi-experimental test of the dilution effect[J].Business Strategy and the Environment,2019,28(5):786-793.

[53]VINEREAN S,OPREANA A,CETINA I,et al.Relationships among hedonic and utilitarian factors and exogenous and endogenous influences of consumer behavior in tourism[J].Expert Journal of Marketing,2015,3(1):17-28.

[54]DUNLAP R E,LIERE K D V,MERTIG A G,et al.Measuring endorsement of the new ecological paradigm:a revised NEP scale[J].Journal of Social Issues.2000,56(3):425-442.

[55]MOSTAFA M M.Gender differences in egyptian consumers' green purchase behaviour:the effects of environmental knowledge,concern and attitude[J].International Journal of Consumer Studies,2010,31(3):220-229.

[56]靳菲，朱华伟.消费者的权力感与冲动购买[J].心理学报，2016(7):880-890.

[57]ZHAO X,LYNCH J G,CHEN Q.Reconsidering Baron and Kenny:myths and truths about mediation analysis[J].Journal of Consumer Research,2010,37(2):197-206.

基本信息:

DOI：10.14134/j.cnki.cn33-1336/f.2021.04.005

中图分类号:F713.55

引用信息:

[1]龚思羽,盛光华.绿色属性中心性对消费者购买意愿的影响机制研究：产品类型的调节作用与收益感知的中介效应[J].商业经济与管理,2021,No.354(04):52-64.DOI:10.14134/j.cnki.cn33-1336/f.2021.04.005.

基金信息:

国家社会科学基金重大招标项目“推进居民绿色消费升级的监管体系研究”(19ZDA107); 吉林省教育厅“十三五”社会科学研究项目“全民环境共治视阈下参照群体对消费者绿色消费的影响机制研究”(JJKH20201145SK)

发布时间：

2021-04-15

出版时间：

2021-04-15

请选择需要下载的pdf数据

商业经济与管理

使用微信“扫一扫”功能。
将此内容分享给您的微信好友或者朋友圈

引用

GB/T 7714-2015 格式引文

MLA格式引文

APA格式引文

请选择需要下载的pdf数据

商业经济与管理

使用微信“扫一扫”功能。将此内容分享给您的微信好友或者朋友圈

引用

使用微信“扫一扫”功能。
将此内容分享给您的微信好友或者朋友圈