商业经济与管理

消费者在品牌偏好上由普通产品转向绿色产品的品牌转换行为日趋明显和频繁。在消费者品牌选择中影响较大的驱动因素有基本因素、强化因素和深化因素三种类型。绿色营销的影响表现为:修正品牌转换驱动因素的强度;优化品牌转换驱动因素的内容;强化品牌转换驱动因素的影响力度。绿色营销的作用过程为:可利用驱动因素,建立和完善绿色消费意识,修正消费者品牌决策标准,培养消费者品牌忠诚度。

The consumer's brand preferences switching from ordinary products to green products become more and more evident and frequent.There are three driving factors influencing the consumer's brand choices,such as basic factors,strengthening factors and deepening factors.The performance of green marketing is:modifying the intensity of driving factors for brand switching,optimizing the content of brand switching,and strengthening the effects of brand switching.The performing process of green marketing includes:establishing and perfecting the green consuming awareness,correcting the decision-making on brand standards,and cultivating the consumer's brand loyalty with the driving factors fully used.