居民绿色家电购买意愿及其实现路径研究  

Research on Residents'Willingness to Purchase Green Household Appliances and its Realization Path

作　　者：张长鲁 赵世圆 ZHANG Changlu;ZHAO Shiyuan

机构地区：[1]北京信息科技大学管理科学与工程学院/绿色发展大数据决策北京市重点实验室

出　　处：《价格理论与实践》2024年第11期181-185,共5页Price:Theory & Practice

基　　金：北京市属高等学校优秀青年人才培育计划项目(BPHR202203236)。

摘　　要：购买绿色家电是当下兼具经济与社会价值的潮流选择,对绿色家电购买意愿影响因素进行研究,不仅有助于推动消费绿色低碳转型升级,还可以为实现绿色可持续发展目标提供理论支撑。本文综合运用计划行为理论和感知价值理论,构建了居民绿色家电消费意愿理论模型,模型包括感知利得、感知利失、消费者创新性、行为态度等变量,共提出11项基本假设。对1037个消费者开展调查分析,运用结构方程模型以及Bootstrap方法,深入研究影响消费者绿色家电购买意愿的主要因素。实证研究发现,消费者创新性、感知价值、行为态度均对绿色家电购买意愿产生积极的正向影响,感知价值和行为态度在消费者创新性影响绿色家电购买意愿的路径中具有中介效应。基于此,政府应优化财政补贴与优惠政策,加大绿色采购力度;企业应提升绿色家电品质,加大营销推广投入。Purchasing green household appliances is a current choice with both economic and social values.Research on the influencing factors of green household appliances purchase intention will not only help promote the green and low-carbon transformation and upgrading of consumption,but also provide theoretical support for achieving the goal of green and sustain-able development.Based on the theory of planned behavior and the theory of perceived value,this paper constructs a theoretical model of residents'willingness to consume green household appliances.The model includes variabies such as perceived gain,perceived loss,consumer innovation,and behavior attitude,and puts forward 11 basic assumptions.This paper investigates and analyzes 1037 consumers,and uses structural equation model and bootstrap method to deeply study the main factors affecting consumers'willingness to buy green appliances.The empirical study found that consumers'innovation,perceived value and behavior attitude all have a positive impact on the purchase intention of green appliances,and perceived value and behavior at-titude have a mediating effect in the path of consumers'innovation influencing the purchase intention of green appliances.Based on this,the government should optimize financial subsidies and preferential policies,and increase the intensity of green procurement.Enterprises should improve the quality of green household appliances and increase investment in marketing.

关 键 词：绿色家电 购买意愿 消费者创新性 结构方程模型 

分 类 号：F42[经济管理—产业经济]