基于绿色营销的消费者品牌偏好变化影响因素的实证研究——以食品、家用电器为例  

Researches on the Influencing Factors of Consumer Brand Preference Changing:Based on Green Marketing

作　　者：李自琼[1] 陶宇红[1] 井绍平[1] 

机构地区：[1]江苏技术师范学院经济管理学院,江苏常州213001

出　　处：《生态经济（学术版）》2010年第2期335-340,共6页Ecological Economy

基　　金：江苏省教育厅省属高校哲学社会科学基金资助项目"基于绿色营销的消费者品牌偏好变化研究"(09SJD630023)

摘　　要：从绿色营销与消费者心理与行为交叉研究层面选取了消费者品牌偏好变化的视角,侧重对消费者在绿色营销的影响下出现的"绿色"品牌偏好变化现象进行实证研究。通过问卷调查表对影响消费者偏好的内部特征因素和外部环境因素进行了统计描述性分析,并选取绿色营销较为成熟的食品和家电行业为研究对象,对消费者绿色品牌偏好变化特征进行数据收集及实证分析,从而为企业在绿色营销活动中依据消费者品牌偏好变化趋势有效细分市场、选择目标市场、确定产品定位以及制定营销组合策略等提供依据。This article has chosen the visual angle of the changing preference of consumers,concerning the aspect of research of green marketing and consumer psychology and behavior.And through questionnaire survey of the factors influencing consumers＇ preference both internal and external factor,I have figured out descriptive statistical description;Besides,I have chosen the compared mature fields such as food and appliance Industry as the objects of study,collected and empirical analyzed the data of consumers＇ changing preference towards green brands.Therefore,I will give some foundations for green firms according to consumers＇ preference towards brands in green marketing of analyzing market effectively,choosing target market,determine product positioning and making marketing mix strategies.

关 键 词：绿色营销 消费者品牌偏好变化 实证研究 

分 类 号：F713[经济管理—产业经济]