“双碳”背景下人性假设理论在绿色营销中的应用分析  

Application Analysis of the Hypothesis Theory of Human Nature in Green Marketing under the Background of“Carbon Emission Peak”and“Carbon Neutrality”

作　　者：张佳威 柴文一 郭健全 Zhang Jiawei;Chai Wenyi;Guo Jianquan(Sino-German College,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学中德国际学院,上海200093

出　　处：《经济研究导刊》2024年第1期67-70,共4页Economic Research Guide

基　　金：云南省教委省院省校教育合作人文社会科学研究项目(Z2016362001);上海市哲学社会科学规划青年(2017EGL010);上海市优秀青年教师资助项目(ZZslg20057);上海理工大学人文社会科学攀登计划(SK18PB06);西安外事学院研究项目(XAIUKT201802-2)。

摘　　要：在资源与环境压力不断加大,我国建立碳达峰、碳中和目标的现实背景下,贯彻落实新发展理念,实现绿色发展的急迫性日益凸显。碳排放总量控制落脚于消费端的节能减排,绿色消费逐渐成为主流,而绿色消费者研究对促进绿色消费起到决定性作用。基于人性假设理论,分析“经济人”“社会人”“自我实现人”不同类型绿色消费者的人性特征,探究对比不同特征对绿色消费行为中心理动机和消费倾向的影响,以期为企业制定针对性的绿色营销策略提供参考。Under the realistic background of increasing pressure on resources and environment and the establishment of“Carbon Emission Peak”and“Carbon Neutrality”goals in the world,the urgency of implementing the new development concept and achieving green development is increasingly prominent.The control of total carbon emissions has been put on the consumption side of energy saving and emission reduction,and green consumption has gradually become mainstream,while green consumer research plays a decisive role in promoting green consumption.Based on the Hypothesis Theory of Human Nature,analyzing the human nature characteristics of different types of green consumers such as“economic man”,“social man”and“self-actualization man”,exploring and comparing the influence of different characteristics on the psychological motivation and consumption tendency of green consumption behavior provide reference for targeted green marketing strategies of enterprises.

关 键 词：人性假设理论 绿色消费 绿色消费者 绿色营销策略 

分 类 号：F274[经济管理—企业管理]