绿色标志对消费者绿色购买意愿的影响研究

以绿色家电和绿色食品为考察对象,从消费者绿色标志认知水平、消费者对绿色标志的信任度和态度三个角度实证研究了绿色标志对购买意愿的影响。二元logit回归分析结果表明:消费者绿色标志认知水平、消费者对绿色标志的信任度和态度对购买意愿有显著正向影响;品类不同,消费者绿色标志认知水平、消费者对绿色标志的信任度对购买意愿的影响程度不同。

Research of green mark's influence on environment protection consumer shopping trend

Taking green household appliance and green food as the object , this paper researches the green certification impact on purchase intention from the perspective of the cognitive level of green mark, consumer trust in certified green brands and brand attitude toward certified green product. The authors use the binary logit model to verify the relationship between green certification and purchase intention. It finds out that the cognitive level of green mark, consumer trust in certified green brands and brand attitude toward certified green product have a significant positive effect on purchase intention, for different categories of green products, the extents of the impact which the cognitive level of green mark and trust in certified green brands of consumers have on purchase intention are also different.