产品道德属性:“低碳”概念对消费者产品选择的潜在影响研究  

Product Ethical Attributes——Potential Effects of Low Carbon on Product Preference

作　　者：汪兴东[1] 胡凯[1] 

机构地区：[1]江西农业大学经济管理学院,江西南昌330045

出　　处：《江西农业大学学报（社会科学版）》2013年第2期156-165,共10页Journal of Jianxi Agricultural University :Social Sciences Edition

基　　金：国家自然科学基金项目(71163021);教育部人文社科基金项目(0YJC630227);江西省社科规划项目(11GL41)

摘　　要：随着全球气候变化,低碳生活、低碳消费越来越受到人们的关注。通过3个研究分析了低碳概念对消费者产品选择的潜在影响:在研究一中,利用心理学中内隐联结测验(IAT)发现,消费者通常把高社会责任与产品的道德属性相联系,而把低社会责任与产品的功能属性相联系。研究二和研究三通过现场实验探讨产品属性与消费者产品选择的关系,当消费者更看重产品的道德属性时,低碳概念能强化消费者的产品选择;当消费者更看重产品的功能属性时,低碳概念对消费者产品选择的强化作用会降低。故对于消费者看重其功能属性的产品,企业在宣传低碳环保的同时,如能再强调产品的功能属性,有助于提高消费者的选择意向。Low carbon life and low carbon consumption are drawing more and more people’s attention against the global climate change.This article analyses the potential effects of low carbon concept on the product preference based on three studies.Study one finds that customers tend to associate high social responsibility with product ethical attributes and low social responsibility with strength attributes using the Implicit Association Test（IAT） in psychology.Study two and three discuss the relationship between product attributes and product preference through field experiment.Low carbon enhances product preferences to a greater extent when ethical attributes are valued than when strength attributes are valued.When strength attributes are valued,the benefit of low carbon is attenuated and companies can raise product preference if they focus on the strength attributes as well as low carbon and environmental protection.

关 键 词：产品道德属性 产品功能属性 低碳 产品选择 

分 类 号：F014.5[经济管理—政治经济学]