消费者对企业环境责任行为认知维度研究  

Study on the Consumers'Cognitive Dimension of the Behavior of Corporate Environmental Responsibility

作　　者：李祝平[1] 

机构地区：[1]长沙理工大学经济与管理学院,湖南长沙410114

出　　处：《长沙理工大学学报（社会科学版）》2013年第3期63-68,共6页Journal of Changsha University of Science and Technology：Social Science

基　　金：国家社会科学基金资助项目(11CGL036);湖南省自然科学基金资助项目(11JJ6069);湖南省现代企业管理研究中心资助项目(11JQKf06)

摘　　要：消费者对企业环境责任行为的认知维度是企业进行有效市场细分与沟通的重要依据。本文从企业环境责任行为的界定与分类入手,用多维尺度分析方法刻画了消费者对企业环境责任行为的认知图式,并用语义差异量表分析法验证了消费者对企业环境责任行为的认知维度为行为动机和与生产的相关性两个维度。The consumers’cognitive dimension of the behavior of corporate environmental responsibility is an important basis for corporate’s effective market segmentation and communication.This paper starts from the definition and classification of the behavior of corporate environmental responsibility,depicts consumers’cognitive schemata of the behavior of corporate environmental responsibility by using multidimensional scaling analysis method,and verifies two consumers’cognitive dimensions of the behavior of corporate environmental responsibility in accordance with semantic difference scale analysis,namely,behavior motivations and correlation with production.

关 键 词：企业环境责任行为 消费者认知 多维尺度分析 语义差异量表 

分 类 号：F063.2[经济管理—政治经济学]