基于消费者视角的造纸企业绿色营销策略实证研究  

Research on the Green Marketing Strategy of Paper Industry from the Perspective of Consumer

作　　者：丁景 王彬(指导)[1] 陆亚平 DING Jing;WANG Bing;LU Ya-ping(School of Economics and Management,Nanjing Forestry University,Nanjing 210037,China;School of Mechanical and Electronic Engineering,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学经济管理学院,南京210037 [2]南京林业大学机械电子工程学院,南京210037

出　　处：《中国林业经济》2020年第6期25-28,共4页China Forestry Economics

摘　　要：随着环保意识的增强,造纸作为与国民生活息息相关且高污染、高排放的产业,正受到越来越多的社会关注。依照“消费者绿色认同度调查问卷”结果,从南京林业大学本科生纸品消费者群体考察对绿色纸品的购买动机、行为和购买意愿三方面,深入分析了消费者购买行为的影响因素。在此基础上,运用描述分析法、相关性检验和回归分析来解析营销因素对消费者购买意愿的关联性,并根据结论指导造纸企业建立全面、系统的绿色营销策略体系。As an industry closely related to national life and with high pollution and emission,papermaking is receiving more and more social attention with the enhancement of environmental protection awareness.According to the results of the questionnaire on consumers'green identity,this paper analyzed the influ⁃encing factors of consumers'purchase behavior from the three aspects of purchase motivation,behavior and purchase intention of undergraduate paper consumers in Nanjing Forestry University.On this basis,it used the descriptive analysis,correlation test and regression analysis to analyze the relevance of marketing factors to consumers'purchase intention,and to guide paper enterprises to establish a comprehensive and systematic green marketing strategy system according to the conclusion.

关 键 词：纸品 绿色营销 消费者行为 改进措施 

分 类 号：F274[经济管理—企业管理]