消费者绿色购买行为的营销要素分析  

Analysis of Marketing Factors about Consumer's Green Purchase Behavior

作　　者：陈凯[1] 李昌骏[1] 

机构地区：[1]北京林业大学经济管理学院,北京100083

出　　处：《资源开发与市场》2015年第10期1228-1232,共5页Resource Development & Market

基　　金：国家社会科学基金项目(编号;13CJY090);北京市社会科学基金项目(编号:14JGB048);中央高校基本科研业务费专项资金项目(编号:JGTD2015-03)

摘　　要：从消费者感知角度,提出了绿色产品营销要素感知量表,开展问卷调查。利用样本的1/2数据展开探索性因子分析,优化量表测项,获取绿色产品营销要素感知的5个因子,包括可信性、信息获取、可得到性、价值感知和价格因素,且均通过信度检验;利用样本的另1/2数据展开验证性因子分析,检测量表结构效度。结果表明,量表具有良好的聚敛效度和判别效度,是测量绿色产品营销要素感知的有效工具。基于此,对提升绿色产品营销要素感知,促进绿色购买行为提出了建议。From the perspective of consumer＇s perception, this paper analyzed the marketing factors influencing consumer＇s green purchase be- havior as well as developed the measurement scale of the perception of marketing factors about green products, then conducted a questionnaire survey. This paper obtained 5 factors of the perception of marketing factors, including credibility, information availability, accessibility, perceived value and price, which totally passed the reliability test by exploratory factor analysis, and purified items of the measurement scale based on half of the sample. The other half of sample were used to conduct a confirmatory factor analysis to test the scale＇ validity. The results indicated that the scale could be re- garded as an effective instrument to measure consumer＇s perception of the marketing factors about green products. This paper put forward several con- structive suggestions on how to promote the perception of marketing factors on green products and boost consumer＇s green purchase behavior.

关 键 词：绿色购买行为 营销要素 绿色产品 量表 

分 类 号：F713.55[经济管理—市场营销] X196[经济管理—产业经济]