碳足迹标识对消费者产品评价的影响研究
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摘要
近年来,气候变化成为全球关注的焦点,产品生产及消费对环境的影响已受到人们的重视。环保设计对提升企业市场竞争力至关重要。同时,消费者是应对气候变化的行动中的关键角色。因此,培养公众环保意识,引导大众的环保消费成为政府、企业共同努力的方向和当务之急。
在产品包装上标注出产品从原料到成品整个过程中排放二氧化碳数量的碳足迹标识是引导环保消费的有效措施之一。企业通过碳足迹分析让消费者对产品生产的环境影响有一个量化的认识,从而引导其消费决策。然而,产品碳足迹标识实施效果如何,消费者对碳足迹标识产品的反应又如何?
为了解决以上问题,使企业能更好履行低碳实践。本文在对产品碳足迹标识及消费者行为研究细致回顾的基础上,探查碳足迹标识对消费者产品评价的影响。同时考虑企业实施碳足迹分析的外部环境,进一步检验国家文化变量(长期／短期价值取向)和卷入度对消费者评价过程的影响。本文将现实问题细化为研究假设,通过实验法进行检验。
实验采用2(碳足迹标识产品vs.无碳足迹标识产品)×2(高卷入度vs.低卷入度)×2(长期取向的价值观vs.短期取向的价值观)的组间设计。研究结果显示,碳足迹标识对消费者的产品评价具有显著正向影响；碳足迹标识对消费者产品评价的影响受卷入度和长期／短期价值取向所调节。
本研究的理论创新为：(1)本文检验产品碳足迹标识真实的市场反应,探查碳足迹标识作为一种营销刺激因素在消费者产品评价效果中的作用；(2)作为一项跨文化研究,探究不同文化背景下的消费者是如何评价同一碳足迹标识产品,对比国、内外市场情境有利于指导碳足迹标识在中国市场的本土化发展。最后,本文对营销实践有如下启示：企业应积极推行产品碳足迹标识；加强政策激励和保障；有效促销和宣传提升消费者认知程度；依据目标市场特有文化价值取向确定营销策略；控制碳足迹标识产品的消费者购买成本。
Climate change has become the focus of global concerns, the environmental problem resulted from manufacture and consumption of products has attracted more and more public attention. Environmental design has become a vital issue for corporates. Meanwhile, the consumers play a significant role in the action on climate change. Developing public awareness and guiding their purchase behavior towards environment-friendly way is the main task.
Carbon footprint label marked on the product packaging which show the amount of carbon dioxide emitted throughout the entire product life cycle aims to guide consumer's behavior in the direction favorable to the environment is one of the effective methods. Through carbon footprint analysis, enterprises provide consumers with products carbon footprint information in order to bring them a quantitative understanding of the products'impact on the environment and guide their consumption decisions. However, how effective the implementation of products carbon footprint label? Since the market response and corporate profits are closely related to each other, what is the consumers'real attitude towards the carbon footprint label products?
In order to solve the problems and put forward theoretical basis for enterprises to better perform the low-carbon economy, based on the review about carbon footprint label and consumer behavior research, this paper studies the influence of carbon footprint label on consumers'evaluation mechanism and involves the external environment of enterprises to develop carbon footprint label. The paper identifies the situational variables which are involvement and national cultural variable (long-term value orientation) through literature review, further examines their influence on the evaluation process. The paper Refines the actual issues into the detailed assumptions and then examines them through the experiment.
The experiment is between-group design and it is 2 (carbon footprint label products VS. non-carbon footprint label products)×2 (high involvement VS. low involvement)×2 (long-term orientation values VS. short-term orientation values). The results show that the consumers'evaluation on the carbon footprint label products has significant positive effect; involvement will intermediate the evaluation process; the consumers'value orientation under different cultural backgrounds will intermediate the evaluation process.
Theoretical innovations of this study are:(1) examine the real evaluation effect of the carbon footprint label as a marketing stimulation; (2) as a cross-cultural study, this paper tests the consumers'evaluation process towards the same carbon footprint label product in the different cultural context.
The paper puts forward the practical significance in the end:promote carbon footprint label products; policy incentives and security; effective promotion and publicity to enhance consumers'awarenesst; identify distinctive marketing strategy according to different cultural values orientation; control the purchase cost of carbon footprint label products.
在产品包装上标注出产品从原料到成品整个过程中排放二氧化碳数量的碳足迹标识是引导环保消费的有效措施之一。企业通过碳足迹分析让消费者对产品生产的环境影响有一个量化的认识,从而引导其消费决策。然而,产品碳足迹标识实施效果如何,消费者对碳足迹标识产品的反应又如何?
为了解决以上问题,使企业能更好履行低碳实践。本文在对产品碳足迹标识及消费者行为研究细致回顾的基础上,探查碳足迹标识对消费者产品评价的影响。同时考虑企业实施碳足迹分析的外部环境,进一步检验国家文化变量(长期／短期价值取向)和卷入度对消费者评价过程的影响。本文将现实问题细化为研究假设,通过实验法进行检验。
实验采用2(碳足迹标识产品vs.无碳足迹标识产品)×2(高卷入度vs.低卷入度)×2(长期取向的价值观vs.短期取向的价值观)的组间设计。研究结果显示,碳足迹标识对消费者的产品评价具有显著正向影响；碳足迹标识对消费者产品评价的影响受卷入度和长期／短期价值取向所调节。
本研究的理论创新为：(1)本文检验产品碳足迹标识真实的市场反应,探查碳足迹标识作为一种营销刺激因素在消费者产品评价效果中的作用；(2)作为一项跨文化研究,探究不同文化背景下的消费者是如何评价同一碳足迹标识产品,对比国、内外市场情境有利于指导碳足迹标识在中国市场的本土化发展。最后,本文对营销实践有如下启示：企业应积极推行产品碳足迹标识；加强政策激励和保障；有效促销和宣传提升消费者认知程度；依据目标市场特有文化价值取向确定营销策略；控制碳足迹标识产品的消费者购买成本。
Climate change has become the focus of global concerns, the environmental problem resulted from manufacture and consumption of products has attracted more and more public attention. Environmental design has become a vital issue for corporates. Meanwhile, the consumers play a significant role in the action on climate change. Developing public awareness and guiding their purchase behavior towards environment-friendly way is the main task.
Carbon footprint label marked on the product packaging which show the amount of carbon dioxide emitted throughout the entire product life cycle aims to guide consumer's behavior in the direction favorable to the environment is one of the effective methods. Through carbon footprint analysis, enterprises provide consumers with products carbon footprint information in order to bring them a quantitative understanding of the products'impact on the environment and guide their consumption decisions. However, how effective the implementation of products carbon footprint label? Since the market response and corporate profits are closely related to each other, what is the consumers'real attitude towards the carbon footprint label products?
In order to solve the problems and put forward theoretical basis for enterprises to better perform the low-carbon economy, based on the review about carbon footprint label and consumer behavior research, this paper studies the influence of carbon footprint label on consumers'evaluation mechanism and involves the external environment of enterprises to develop carbon footprint label. The paper identifies the situational variables which are involvement and national cultural variable (long-term value orientation) through literature review, further examines their influence on the evaluation process. The paper Refines the actual issues into the detailed assumptions and then examines them through the experiment.
The experiment is between-group design and it is 2 (carbon footprint label products VS. non-carbon footprint label products)×2 (high involvement VS. low involvement)×2 (long-term orientation values VS. short-term orientation values). The results show that the consumers'evaluation on the carbon footprint label products has significant positive effect; involvement will intermediate the evaluation process; the consumers'value orientation under different cultural backgrounds will intermediate the evaluation process.
Theoretical innovations of this study are:(1) examine the real evaluation effect of the carbon footprint label as a marketing stimulation; (2) as a cross-cultural study, this paper tests the consumers'evaluation process towards the same carbon footprint label product in the different cultural context.
The paper puts forward the practical significance in the end:promote carbon footprint label products; policy incentives and security; effective promotion and publicity to enhance consumers'awarenesst; identify distinctive marketing strategy according to different cultural values orientation; control the purchase cost of carbon footprint label products.
引文
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