绿色生活方式、绿色产品态度和购买意向关系——基于两类绿色产品市场细分实证研究  

Relations among Green Lifestyle,Green Products Attitudes and Purchase Intention——Empirical Study Based on the Market Segmentation of Two Kinds of Green Products

作　　者：陈转青[1] 高维和[2] 谢佩洪[3] 

机构地区：[1]上海财经大学国际工商管理学院,上海200433 [2]上海财经大学现代服务经济研究院,上海200433 [3]上海对外经贸大学工商管理学院,上海201620

出　　处：《经济管理》2014年第11期166-177,共12页Business and Management Journal ( BMJ )

基　　金：河南省科技计划项目"中原经济区生态城市发展与评价研究"(122400440064);河南省教育厅人文社科项目"生态文明背景下的河南城市品牌研究"(2012-GH-094)

摘　　要：生活方式是重要的市场细分变量之一。本文在大量文献研究的基础上,归纳出与绿色产品相关的三个绿色生活方式维度:自我表现型、饮食健康型和创新型。利用结构方程模型对绿色生活方式、绿色产品态度与购买意向进行因果关系检验,发现绿色生活方式显著影响消费者对绿色产品态度,消费者绿色产品态度显著影响绿色产品购买意向,绿色产品态度在绿色生活方式和绿色产品购买意向之间起中介作用。以此因果关系为基础,本研究应用绿色生活方式对绿色产品进行市场细分,将绿色产品消费者划分为四类细分市场:中立者、好奇者、时尚者和享乐者。随后,本文根据四个不同细分市场的消费者与绿色产品购买意向的时间先后差异进行分析,找出最短时间内愿意购买绿色产品即给企业带来价值最大的绿色消费者群,以利于企业针对最有价值细分市场制定相应营销策略。life style is one of the important market segmentation variations. Based on plenty＇ s of literature stud- ying,three green life style dimensions related with green products are summarized as follows： self-expression, healthy diet style and innovation style. We make use of structure equation model to make causalitytest on green life style, green product attitude and purchasing intention to find that green life style have obvious influence on the attitude of consumers to green products, consumer＇ s attitude to green products has obvious influence on purchasing intention to green products and the attitude to green products plays medium role between green life style and green product purchasing intention. With causalitytestas base, in company practice apply green life style to make market segmentation to green product and divide the consumers of green products into four sub-markets ： Neutral group, curious group, fashionable group and profligate group. Then, according to four different sub-markets and the sequence of purchasing intension occurring to green products, we analyze the track for market dispersing of green products to find green consuming group who are willing to make purchasing in the shortest time and also are those able to bring biggest benefits to companies ,we suggest companies must facilitate the most valuable fractionize market formulates the corresponding marketing strategy. The meaning of this study to marketing practice is ： （ 1 ） The influence of green lifestyle to green food attitude is bigger than to green household electricity appliances. The reason is that food is fast consuming food and they can be purchased many times within short time, but electricity appliances are durable goods and can＇ t be repeatedly purchased within short time. （2） According to self phenotype and healthful diet and innovative three green lifestyle dimensions, using two steps clustering analysis, we separated the neutral, curious, purist and profligate four types of market segments. Different cat

关 键 词：绿色生活方式 绿色产品态度 绿色产品购买意向 市场细分 结构方程模型 

分 类 号：F713.50[经济管理—市场营销]