消费者绿色购买意向的影响因素——基于扎根理论的探索性研究  

作　　者：李苑艳[1] 陈凯[1] 

机构地区：[1]北京林业大学管理学院

出　　处：《企业经济》2017年第5期72-78,共7页Enterprise Economy

基　　金：国家社会科学基金项目"城市居民绿色消费态度行为差异研究"(项目编号:13CJY090)

摘　　要：本文运用关键事件调查法,基于扎根理论这一探索性技术引出突显信念,厘清变量之间的关系,探索绿色购买行为的影响因素。研究发现,行为意向是影响消费者绿色购买行为的最直接因素,其受内部性与外部性因素共同作用。内部性因素包含态度、主观规范、知觉行为控制3个主范畴,外部性因素包含产品认知1个主范畴。此外,进一步探索了上述4个主范畴的构成因子及其对绿色购买行为作用机制模型,并发现消费者在购买绿色便利品时主要受到内部性影响,而在购买选购品时,对于信息量的要求高于便利品。最后,依据研究发现,提出了促进绿色购买行为的策略建议。The current research applied the critical incident qualitative method and grounded theory to examine influential factors as- sociated with green purchase intentions by highlighting salient beliefs. The study found out that green purchase behavior was directly determined by behavioral intentions, which in turn were affected by internal and external factors. Internal fac- tors contained 3 main categories, including attitudes, subjective norms and perceived behavioral control, and external fac- tors included 1 main category, namely product cognition. In addition, this study explored the components of the 4 main categories and their effects on green purchase behavior. We also found that, when facing green convenience goods, con- sumers＇ purchase intentions were mainly dependent on internal factor and consumers would seek more information when facing green shopping goods. Management implications were discussed based on the findings of the study.

关 键 词：绿色购买 扎根理论 影响因素 突显信念 

分 类 号：F713.55[经济管理—市场营销]