绿色营销对消费者森林食品购买意愿的影响——基于文献综述与案例分析  

Effect of Green Marketing on Consumerswillingness to Buy Forest Food——From Literature Review and Case Analysis

作　　者：叶芷琦 杨修楠 郝立丽[1] YE Zhiqi;YANG Xiunan;HAO Lili(College of Economics and Management,Northeast Forestry University,Harbin 150040,China)

机构地区：[1]东北林业大学经济管理学院,哈尔滨150040

出　　处：《中国林业经济》2024年第3期37-42,共6页China Forestry Economics

基　　金：2024年度东北林业大学大学生创新创业训练计划项目(DC-2024158)。

摘　　要：探讨在大食物观和新发展格局的背景下,绿色营销对消费者森林食品购买意愿的影响及其在推动森林食品产业发展和促进林区经济转型方面的重要作用。按照从理论内涵到具体实践的基本逻辑,通过文献综述和案例分析的方式,首先以梳理、分类、总结国内外相关文献为基础,凝练了绿色营销与森林食品的基本内涵。随后,对绿色广告诉求、绿色消费知识、绿色品牌体验这三个绿色营销外部刺激变量对消费者森林食品购买意愿的影响机制进行综合评述。研究发现,消费者的利己广告诉求符合消费者对食品健康安全的需求,环保知识储备是产生绿色消费的前提条件,对森林食品的环境友好性感受在消费者的购买决策中扮演重要角色。最后,对未来绿色营销在内涵延伸、评价体系及实践路径等方面进行展望,为森林食品探索新的产业发展模式和促进林农致富提供科学客观的理论依据。This paper was conducted to explore the impact of green marketing on consumerswillingness to purchase forest foods under the backdrop of a broader food perspective and a new development pattern,as well as its significant role in promoting the development of the forest food industry and facilitating the economic transformation of forested areas.Following the basic logic from theoretical connotations to specific practices,through literature review and case analysis,the basic connotations of green marketing and forest foods are first refined by sorting,classifying,and summarizing relevant domestic and international literature.Then,the influence mechanism of three green marketing external stimulus variables-green advertising appeal,green consumption knowledge and green brand experience-on consumerspurchase intention of forest food is comprehensively commented.It is found that consumers’self-interested advertising demands are in line with consumersdemand for food health and safety,environmental protection knowledge reserve is a prerequisite for green consumption,and the environmental friendliness of forest food plays an important role in consumerspurchasing decisions.Finally,this study looks forward to the future of green marketing in terms of the extension of its connotations,evaluation systems,and practical pathways,providing a scientifically objective theoretical basis for exploring new industrial development models for forest foods and promoting the prosperity of forest farmers.

关 键 词：绿色营销 绿色广告诉求 绿色消费知识 绿色品牌体验 森林食品 购买意愿 

分 类 号：F326[经济管理—产业经济]