推进绿色消费行为的定制化信息维度结构——基于扎根理论的探索性研究  

Dimension Framework of Customized Green Information for Promoting Green Consumption Behavior:An Exploratory Study Based on Grounded Theory

作　　者：王建明 彭伟 高键 王建国 WANG Jianming;PENG Wei;GAO Jian;WANG Jianguo

机构地区：[1]浙江财经大学工商管理学院

出　　处：《南京工业大学学报（社会科学版）》2019年第6期63-73,112,共12页Journal of Nanjing Tech University：Social Science Edition

基　　金：浙江省社科规划重点项目“绿色情感对绿色消费行为决策过程的影响:混合研究方法视角”(17NDJC026Z);国家自然科学基金面上项目“定制化信息政策对家庭节能行为决策过程影响的追踪研究”(71673238)

摘　　要：通过有效的绿色信息唤醒绿色消费意识、推进绿色消费行为,对推动中国生态文明建设迈上新台阶至关重要。传统的大众化、一般化的绿色信息,越来越不能适应和满足信息时代的需求,定制化的绿色信息更能有效推进绿色消费行为的转变。选取32位访谈对象,采用扎根理论方法,探索归纳出了四个能够有效推进绿色消费行为的定制化信息维度,即定制化反馈维度、定制化获得维度、定制化损失维度和定制化贴士维度,并进一步构建定制化信息的维度结构和内容体系。在理论方面,研究探索了定制化信息的维度结构黑箱,为进一步研究定制化信息对绿色消费行为的影响奠定基础;在实践方面,定制化信息可以削减企业或政府机构的广告宣传成本,对企业或政府机构的精准营销有重要的指导意义。To step up ecological civilization in china,it is crucial to wake up the consciousness and promote green consumption with effective green information.In the information era,generalizedtraditional green information can barely meet the consumer needs,while customized green information can promote the transformation of green consumption behavior more effectively.In this study,32 interviewees were selected to explore and summarize the core categories of four customized green information structure dimensionsthat can most effectively promote green consumption behavior based on the grounded theory method,namely:customized feedback dimension,customized acquisition dimension,customized loss dimension and customized tips dimensions.Next,we further structured the structural dimensions and content system of customized green information.This research enriches the customized green informationtheory and lays foundation for further researchesofits impact on green consumer behavior.In practice,it can not only save consumer′s time and mental cost,but also provide guidance for advertising and precision marketingfor enterprises.

关 键 词：绿色消费行为 定制化信息 维度结构 扎根理论 绿色消费 绿色信息 

分 类 号：F014.5[经济管理—政治经济学] F713.55