绿色食品信息、价值属性对绿色购买行为影响实证研究  

An Empirical Study on How Information and Property of Value of Green Food Impact Consumer's Green Purchasing Behavior

作　　者：孙剑[1] 李崇光[1] 黄宗煌[2] 

机构地区：[1]华中农业大学经济管理学院 [2]台湾清华大学科技管理学院

出　　处：《管理学报》2010年第1期57-63,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70773046);国家社会科学基金资助重点项目(08AJY020);国家社会科学基金资助项目(09B5H028)

摘　　要：根据EKB模型、H-S模型和消费价值模型,结合绿色食品自身特征,构建了绿色信息传播、绿色产品属性、消费者购买行为3个构面的模型。通过问卷调查,分析了绿色信息传播和绿色产品属性的直接关系程度,以及绿色信息传播、绿色产品属性对消费者购买行为的影响。主要研究结论:绿色信息传播对绿色产品属性有普遍直接影响,绿色信息传播、绿色产品价值属性对消费者购买行为有直接影响。Based on EKB, H-S and consumption value model, combined with the characteristics of green food, this paper constructs a model with three dimensions： the dissemination of green information, the property of green product, and the purchasing behavior of consumer. Through the questionnaire survey, an analysis has been done to explore the degree of direct relationship between the dissemination of green information and the property of green product, and how they impact the purchasing behavior of consumer directly. It is found that the dissemination of green information has universal and direct impact on the property of green product, and the dissemination of green information and the property of value of green food have direct impact on the purchasing behavior of consumer.

关 键 词：绿色食品 信息传播 价值属性 购买行为 

分 类 号：C93[经济管理—管理学]