顾客感知外部性对绿色购买行为的影响机制研究  

作　　者：宁玉梅 劳可夫[2] 

机构地区：[1]玉林师范学院商学院,广西玉林537000 [2]广西大学商学院,广西南宁530004

出　　处：《企业经济》2020年第3期59-66,共8页Enterprise Economy

基　　金：2018年度玉林师范学院校级科研项目“消费者的感知外部性对其绿色消费行为的影响机制研究”(项目编号:2018YJKY05);2019年度广西高校中青年教师基础能力提升项目“基于顾客视角的服务氛围对线下顾客公民行为的影响研究”(项目编号:2019KY0598)。

摘　　要：绿色产品购买的感知外部性是顾客购买绿色产品时对环境保护和公共福利所付出的额外代价的感知。本文基于计划行为理论的视角构建顾客感知外部性与绿色购买行为的假设模型,然后进行实地调查,经信度、效度检验后对假设模型进行拟合验证,并对感知外部性在人口统计变量上的差异进行检验。结果表明,感知外部性对绿色购买行为具有显著的负向影响,其影响机制是感知外部性影响绿色购买态度、感知绿色购买规范和感知绿色购买控制,感知绿色购买规范和感知绿色购买控制影响绿色购买意向,进而影响绿色购买行为。研究还发现,年轻、高学历、高收入的女性人群感知外部性较低。据此,绿色营销企业需缩小绿色产品与普通产品之间的成本和价格差距并提高绿色产品质量,以降低顾客对绿色产品的外部性感知,且提高顾客绿色购买行为的经济性和便利性;公共管理部门需从外部性补偿、环保知识普及、环保制度执行、环境友好型社区的构建等方面激励公民对绿色产品的购买。Perceived externality of green product purchase is the customers’perception of extra price that they pay for the environment preservation and public welfare when they purchase green product.This research constructs a hypothetical model of customer perceived externality and green purchase based on the perspective of the Theory of Plan Behavior,conducts a field investigation to test and verify the fitting of the hypothetical model after the reliability and validity test and test the difference of perceived externality in demographic variables.As the result,this research shows that customer perceived externality can negatively influence green purchase behavior significantly,and its mechanism is that perceived externality directly influences green purchase attitude,perceived green purchase norm and perceived green purchase control,and perceived green purchase norm and perceived green purchase control affect green purchase intention and then affect green purchase behavior.This research also shows that the perceived externality of young,highly educated and high-income female population is lower.According to this,green marketing enterprises need to narrow the cost and price gap between green products and ordinary products and improve the quality of green products,so as to reduce customers'perception of externality of green products and improve the economy and convenience of customers'green purchasing behavior.Public administration departments need to motivate citizens to buy green products through external compensation,popularization of environmental protection knowledge,implementation of environmental protection system and construction of environmentally-friendly communities.

关 键 词：绿色购买 绿色产品 外部性 感知 

分 类 号：F713.55[经济管理—市场营销]