产品绿色生命周期视角下产品绿色属性对消费者购买意愿的影响研究  

Research on the impact of product green attributes onconsumer purchase intention from the perspective ofproduct green life cycle

作　　者：刘军跃[1] 马贺新 李军锋[1] 梁湘 谢林知 LIU Junyue;MA Hexin;LI Junfeng;LIANG Xiang;XIE Linzhi(College of Management,Chongqing University of Technology,Chongqing 400054,China;College of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China)

机构地区：[1]重庆理工大学管理学院,重庆400054 [2]西南财经大学工商管理学院,四川成都611130

出　　处：《重庆理工大学学报(社会科学)》2025年第3期131-144,共14页Journal of Chongqing University of Technology(Social Science)

基　　金：重庆市社会科学规划项目“重庆发展现代生产性服务业研究”(2024ZXZD03)。

摘　　要：产品绿色属性是指产品所具有的环保特性。关于产品绿色属性对消费者购买意愿是起积极作用还是消极作用,目前学界存在争议。现有研究主要聚焦于产品使用阶段的绿色属性对消费者购买意愿的影响,而忽视了产品绿色生命周期其他阶段的绿色属性研究,同时也未充分考虑产品类型等功能属性与绿色属性的共同作用。依据刺激机体反应理论和风险—收益模型,运用实验法探索产品绿色属性与产品类型对消费者购买意愿的影响机制。研究发现:产品绿色属性与产品类型对消费者购买意愿具有交互影响。实用品情境下,相较于使用前和使用后阶段,使用阶段的产品绿色属性更能激发消费者的购买意愿,这一过程中,负面质量感知和漂绿感知起到了中介作用。享乐品情境下,产品绿色属性在产品生命周期的3个阶段对消费者购买意愿的影响无显著差异,自我表达收益和负面质量感知在这一过程中起到了中介作用。期望这些发现能为企业绿色营销提供理论依据。基于此,提出实施差异化营销策略、加强企业社会责任感建设、严格把控产品质量、加强绿色理念宣传等启示与建议。The green attribute of a product refers to its environmental friendliness.Does the green attribute of a product have a positive or negative effect on consumers’willingness to purchase?There is currently controversy.Existing research mainly explores the impact of green attributes during the product usage phase on consumer purchase intention,neglecting the study of green attributes during other stages of the product’s green lifecycle,and failing to consider the combined effect of functional attributes such as product type and green attributes.Based on the theory of stimulus response and the risk reward model,this study uses experimental methods to explore the impact mechanism of product green attributes and product types on consumer purchase intention.Research has found that the green attributes of products and product types have an interactive impact on consumer purchase intention.In the context of practical products,compared with those in the pre-use stages and post use stages,the green attributes of products in the use stage can better stimulate consumers’willingness to purchase,and negative quality perception and greenwashing perception play a mediating role in this process.In the context of hedonic products,there is no significant difference in the impact of the green attributes of the three stages of products on consumer purchase intention,and the benefits of self-expression and negative quality perception play a mediating role in this process.The foundings are expected to provide theoretical basis for green marketing for enterprises.Based on the foundings,suggestions and inspirations are proposed to implement differentiated marketing strategies,strengthen the construction of corporate social responsibility,strictly control product quality,and enhance the promotion of green concepts.

关 键 词：产品绿色属性 消费者购买意愿 产品绿色生命周期 实用品 享乐品 

分 类 号：F713.50[经济管理—市场营销]