绿色购买中的消费者“态度—行为意向”的实验研究毕业论文.docVIP

毕业论文 （20_ _届） 绿色购买中的消费者“态度—行为意向”的实验研究 摘 要 随着人类文明的不断发展,资源短缺、环境恶化给人类的生存和发展带来了严重的威胁，消费者对健康安全要求的提高与经济发展对环境造成的负面影响之间的矛盾不断凸显。目前，消费者对绿色产品的需求不断增长，并对绿色消费总体上抱有积极的态度，但令人遗憾的是，消费者的购买行为并不总是与态度相一致，有些消费者虽然对绿色消费持赞赏的态度，但他们购买意向却很低，即事实上存在一个“态度——行为意向”的鸿沟。 本文探究为什么消费者在对绿色消费持有积极态度的同时，却表现出较低的购买行为意向。通过基于变量操控的实验，分析探讨了感知可获性、确定性、感知消费者效应（PCE）和社会规则对消费者对于绿色食品的态度和购买意向的影响。研究发现：提高确定性和PCE水平能对消费者态度和行为意向产生积极的影响；低的感知可获性对消费者的购买行为会产生一定障碍，即使他们抱有积极的态度；也有一部分消费者因受到社会规则的影响，虽然他们表现出消极的态度，但他们仍然有购买意向。本研究表明，针对不同的消费者类群，采取不同方式，各有侧重地提高PCE、确定性、社会规则和感知可获性，是弥补态度和行为意向鸿沟的关键因素。 关键词：态度；购买行为意向；绿色产品；绿色消费 Abstract With the continuous development of human civilization, resource shortage, deterioration of the environment for human survival and development poses a serious threat to health and safety, consumer is constantly increasing demand and economic development of the environmental impact of contradiction unceasingly highlighting. Consumers of green product is rising demand, and overall with positive attitude, but the pity is that consumers purchasing behavior model doesnt consistent with attitude, namely, in fact there is an attitude -- behavior intention gap between them. This study investigates the gap between favorable attitude towards Green consumption and behavioral intention to purchase green product. Trough a empirical study based on manipulation of key variables, the use of questionnaire and Independent T test, we found that Involvement with Green consumption, certainty, and PCE have a significant positive impact on attitude towards buying which in turn correlates strongly with intention to buy. Low perceived availability explains why intentions to buy remain low, while attitudes might be positive. in spite of rather negative personal attitudes, social pressure from others (social norm) explains intentions to buy, Our findings indicates that more Green consumption can be stimulated through increasing involvement，certainty, perceived availability PCE and social norms. Key Words：Attitude； Purchasing behavior intention；