营销信息对环保型产品购买意愿的影响研究
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摘要
文章通过实验法探究了环保型产品的营销信息,即产品和环境知识、企业社会责任信息和描述性规范信息对中国消费者环保型产品购买意愿的影响。数据显示,营销信息对环保型产品购买意愿能够产生显著影响。同时,文章还引入了他人在场情境,研究其对于购买意愿的作用以及其与营销信息的交互作用。结果显示,他人在场情境能够对消费者环保型产品购买意愿产生显著影响,且他人在场与产品和环境知识、企业社会责任信息之间存在反向协同作用。研究结论有助于推动和深化现有的环保型产品消费行为的研究。文章最后就政府推广环保行动和企业推广环保型产品给出了相应的建议。
This paper empirically studies the impact of marketing information,which includes knowledge of product and envi-ronment,information of corporate social responsibility(CSR) and information of descriptive norms on Chinese consumers' purchase intention of eco-products. Findings from this study indicate that marketing information has a significant impact onpurchase intention of eco-products. Meanwhile,the paper also introduces the situation of social presence and makes a re-search on its role in purchase intention as well as its interaction with marketing information. The results show that social pres-ence has a significant impact on consumers' purchase intention of eco-products,and there is a reverse synergy between so-cial presence and product and environmental knowledge as well as CSR information. The findings will contribute to drive anddeepen the researches on consumers' purchase behavior of eco-products. Finally,the paper puts forward corresponding sug-gestions for government to facilitate environmental protection actions and for enterprises to promote eco-products.
This paper empirically studies the impact of marketing information,which includes knowledge of product and envi-ronment,information of corporate social responsibility(CSR) and information of descriptive norms on Chinese consumers' purchase intention of eco-products. Findings from this study indicate that marketing information has a significant impact onpurchase intention of eco-products. Meanwhile,the paper also introduces the situation of social presence and makes a re-search on its role in purchase intention as well as its interaction with marketing information. The results show that social pres-ence has a significant impact on consumers' purchase intention of eco-products,and there is a reverse synergy between so-cial presence and product and environmental knowledge as well as CSR information. The findings will contribute to drive anddeepen the researches on consumers' purchase behavior of eco-products. Finally,the paper puts forward corresponding sug-gestions for government to facilitate environmental protection actions and for enterprises to promote eco-products.
引文
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[2]Uusitalo O,Oksanen R.Ethical Consumerism:A View fromFinland[J].International Journal of Consumer Studies,2004,28(3):214-221.
[3]Ricky Y K Chan,Leung T K P,Wong Y H.The effective-ness of environmental claims for services advertising[J].Journal of Services Marketing,2006,20(4):233-250.
[4]Clare D’Souza,Mehdi Taghian,Peter Lamb.An empiricalstudy on the influence of environmental labels on consumers[J].Corporate Communications:An International Journal,2006,11(2):162-173.
[5]Carlson L,Grove S J,Kangun N.A content analysis of envi-ronmental advertising claims:a matrix method approach[J].Journal of Advertising,1993,22(3):27-39.
[6]Fryxell G,Lo C.The influence of environmental knowledgeand values on managerial behaviors on behalf of the environ-ment:An empirical examination of managers in China[J].Journal of Business Ethics,2003,46:45-59.
[7]Ricky Y K.Chan.Determinants of Chinese Consumers’Green Purchase Behavior[J].Psychology&Marketing,2001,18(4):389-413.
[8]Ip Y K.The marketability of eco-products in China’s afflu-ent cities:A case study related to the use of insecticide[J].Management of Environmental Quality:An InternationalJournal,2003,14(5):577-589.
[9]Bowen H R.Social Responsibilities of Business Man[M].New York:Harper and Brots,1953.
[10]Handelman,Jay M,Stephen J Arnold.The Role of Market-ing Actions with a Social Dimension:Appeals to the Insti-tutional Environment[J].Journal of Murketing,1999,63(7):33-38.
[11]Mohr L A,Webb D J.The Effects of Corporate Social Re-sponsibility and Price on Consumer Responses[J].Journalof Consumer Affairs,2005,39(1):121-132.
[12]Josephine Pickett-Baker,Ritsuko Ozaki.Pro-environmen-tal products:marketing influence on consumer purchase de-cision[J].Journal of Consumer Marketing,2008,25(5):281-293.
[13]Goldstein N J,Cialdini R B,Griskevicius V.A room with aviewpoint:Using social norms to motivate environmentalconservation in hotels[J].Journal of Consumer Research,2008,35(8):211-222.
[14]Schultz P W.Changing behavior with normative feedbackinterventions:A field experiment on curbside recycling[J].Basic and Applied Social Psychology,1999,21:25-36.
[15]Jessica M Nolan,Wesley Schultz P,Robert B Cialdini,et al.Normative Social Influence is Underdetected[J].So-ciety for Personality and Social Psychology,2008,34(7):913-923.
[16]Semmann D,Krambeck H,Milinski M.Reputation is valu-able within and outside one’s social group[J].BehavioralEcology and Sociobiology,2005,57:611-616.
[17]Argo J J,Dahl D W,Manchanda R V.The influence of amere social presence in a retail context[J].Journal of Con-sumer Research,2005,32(2):207-212.
[18]Griskevicius V,Tybur J M,Van den Bergh B.Going greento be seen:Status,reputation,and conspicuous conservation[J].Journal of personality and social psychology,2010,98(3):392-404.
[19]权朝鲁.效果量的意义及测量方法[J].心理学探新,2003,86(2):39-44.
[20]刘湘宁.“他人在场”能否构成个人行为的压力[J].企业家天地,2005(5):114-115.
[21]刘继富.“面子”定义探新[J].社会心理科学,2008,23(5):30-35.
[22]章志光.社会心理学[M].北京:人民教育出版社,2004.