消费者绿色食品购买行为分析

绿色食品代表健康、优质的食品,越来越引起消费者的关注。本文运用合理行为理论,分析影响消费者绿色食品消费的主要因素。首先对成都市消费者绿色食品购买行为的实证调查进行描述性分析,然后运用Logistic模型,对影响消费者购买行为的因素进行回归分析。模型回归结果表明,消费者家庭是否有6周岁以下儿童和消费者对绿色食品的安全感知是决定消费者是否购买绿色食品的主要因素。     

环境价值观与居民绿色消费行为关系研究

近年来,我国经济高速发展,环境问题也越来越突出,政府提出了可持续发展政策;国际社会上,低碳发展方式备受关注。正是在这样的背景之下,改变居民消费方式,树立绿色消费观念再一次受到社会各界的重视。绿色消费是可持续发展观念的延伸,是解决环境问题的重要方面。本文通过文献回顾,结合我国现实情况和国内外学者的研究成果,构建了环境价值观与绿色消费行为关系的理论模型。     

Market Mavens in Social Media: Examining Young Chinese Consumers' Viral Marketing Attitude,eWOM Motive,and Behavior

A paper survey of 835 Chinese college students was conducted to examine young Chinese consumers' social media use, market mavenism, viral marketing attitude, and product recommendation behavior. Structural model testing results showed that young Chinese consumers' perceived pleasure, affection outcome expectation, and subjective norm of viral marketing affected their market mavenism while their subjective norm and pleasure influenced their viral marketing attitude. More importantly, young Chinese consumers' frequency of product recommendations on social networking websites was determined by their social media use, viral marketing attitude, and electronic word of mouth motive to help the company and market mavenism.     

Purchasing environmentally sustainable apparel: The attitudes and intentions of female Kuwaiti consumers

The purpose of this study is to examine relationships among knowledge, environmental concern, attitudes about environmentally sustainable apparel (ESA) and ESA purchasing behaviours of Kuwaiti women. This was accomplished by surveying 236 participants using four preexisting scales, measuring knowledge about the impact of manufacturing apparel and textile products on the environment, levels of concern about environmental degradation, feelings about clothing that is environmentally sustainable and ESA purchase intentions. Data analysis determined several findings. First, female Kuwaiti nationals showed a low level of knowledge about the environmental impacts of the apparel and textile industry. The participants also held neutral attitudes of environmental concern and neutral attitudes towards ESA. Finally, despite their knowledge and attitudes, the participants did have positive intentions to purchase ESA in the future. To produce, market and sell ESA effectively in Kuwait, the conclusions from this study are important for manufacturers and retailers of ESA products. Kuwait provides a large market for apparel goods and this study is a contribution to a better understanding of consumers and ESA in that market.     

供应链终端的城市青年女性消费行为及营销策略

在供应链体系中,作为供应链终端的我国城市青年女性消费者,其消费行为具有如下特点:追求时尚、追求名牌、个性化、冲动性、无购买目的的休闲消费、追求便利。企业应当在产品、价格、渠道、促销方面采取相应的营销策略,才能有效进入我国城市青年女性市场。     

绿色营销:企业竞争制胜的必然选择

本文认为,目前我国的绿色营销任重道远。从消费者方面来看,其绿色消费意识相对于发达国家还处于“初级阶段”;从企业方面来看,大多数企业实施绿色营销只是一种被动的措施,企业的营销组合策略与绿色营销不相适应;从政府方面来看,主要采用经济手段或行政手段来保护环境,在执行过程中,以权代法、以言代法、有法不依和执法难的现象普遍存在。文章提出,企业要搞好“绿色营销”,必须树立绿色营销观念,搜集绿色信息,开发绿色产品,重视绿色包装,制定绿色价格,实行绿色分销,开展绿色促销,争取绿色标志,实施绿色管理。     

Social Media and Purchasing Behavior: A Study of the Mediating Effect of Customer Relationships

Overwhelmed by the use of social media in augmenting human interactions, researchers have developed special interest in understanding the use of social media in developing strong and customized relationships with customers. In line with this, the current study aims to explore the impact of social media on purchasing behavior with mediating effect of customer relationship. The findings indicate that majority of the respondents use social media for purchasing purpose and there is a positive relation between social media and customer relationship, as well as social media and purchasing behavior, with customer relationships fully mediating and enhancing the relationship between social media and purchasing behavior. It has been also found that the majority of the respondents use social media for purchasing purposes. This study offers new insights into the conceptual development and understanding of social media in enhancing customer relationships and affecting purchasing behavior. The study acts as a strong support and aid towards developing and managing global customer relationships through the use of social media.     

Food for Kids: How Children Influence their Parents Purchasing Decisions

During the last decades, sociological changes have modified the role of children within families: participatory models have become more widespread, to the detriment of more authoritative ones: this change has had consequences also in reference to families’ purchases. In scientific literature some scholars have shown that this influence is real, and marketers try to take advantage of this through a communication style that attempts to “teach” children how to pester their parents: this is the so-called nag factor. To understand which are the parental attitudes toward kids’ food products, a questionnaire has been administered in schools (nursery and primary) to a random sample of parents, representative of a larger sample of kids (200 in all). Findings showed that pestering is a real attitude, in particular among the littlest children. Moreover, these findings reflect in part the reality described by marketing literature: children influence the purchasing decisions of their parents, but this influence decreases when mothers and fathers are more aware of the importance of a quality-based diet.     

The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers

Environmental problems, especially in the case of water and air pollution, are the harmful result of the overconsumption of fossil fuels as well as various forms of industrial sewage water discharge. Recently, growing environmentally friendly purchasing behaviour of consumers has become regarded as an effective method for alleviating such environmental problems. Due to concerns regarding the natural environment, consumers have increasingly begun to exhibit favourable attitudes towards environmentally friendly products, and as a result, are more likely to purchase “green” products. However, green purchasing behaviour of consumers varies across different nations and cultures. This study aims to reveal how Chinese cultural values (specifically, the Doctrine of the Mean) influence green purchasing intention of Chinese consumers. As the lifestyles of consumers will be deeply affected by their cultural values, this study examines the mediating effects of the four dimensions of Chinese lifestyle have on consumers. At the same time, environmental knowledge is considered as a moderating variable in order to investigate the relationship between the Doctrine of the Mean and green purchasing intention. The study’s data were collected from Chinese consumers. Empirical results reveal that such Chinese cultural values are positively associated with green purchasing intention, and that three dimensions of consumer lifestyle (namely leadership, cost consciousness and development consciousness), are all found to play mediating roles in the relationship between the Doctrine of the Mean and green purchasing intention in Chinese consumers. The moderating effects of environmental knowledge are exhibited in the influence of leadership as well as development consciousness on green purchasing intention. The study’s findings have theoretical implications for understanding green purchasing intention as well as behaviour of Chinese consumers further. The study’s findings also present practical implications for how to promote green purchasing intention in Chinese consumers better.     

From Decision to Run: The Moderating Role of Green Skepticism

This paper examines the impact of corporate ability, environmental attitude, and environmental knowledge on consumers’ purchase intentions, information seeking, and actual green purchase behavior; additionally, green skepticism is examined as a moderator of these relationships. A sample of Gokarn’s organic products consumers, in Tehran, is used. The structural model is examined by the partial least squares approach by using Smart PLS 2.0 software. The findings suggest that environment attitude and corporate ability are the main factors in building green purchase intentions and information seeking, while environmental knowledge is not a significant predictor. The results show that green skepticism has a significant moderation impact on the relationship between corporate ability and environmental knowledge, and information seeking.     

Pro-environmental behaviors for thee but not for me: Green giants,green Gods,and external environmental locus of control

Understanding consumers' allocation of environmental responsibility to external forces (i.e., those perceived to be beyond their direct control) is important yet under-researched. This paper examines how these external attributions affect consumers' pro-environmental behaviors (PEBs). A model of external environmental locus of control (i.e., external-ELOC) is tested, consisting of two superordinate dimensions: powerful-others (encapsulating corporate and government responsibility facets) and chance/fate (incorporating God/higher-power and natural earth-cycle facets). The two higher-order factors negatively associate; such that consumers ascribing environmental responsibility to powerful-others engage in PEBs; whereas those attributing environmental change to chance/fate typically do not. The results inform practical and public policy implications; pinpointing ways for corporations and governments to target their pro-environmental efforts and to sway consumers who share in the ecological burden.     

Pro-environmental Behavior in Egypt: Is there a Role for Islamic Environmental Ethics?

Egypt, a less affluent, predominantly Muslim country, suffers from numerous forms of environmental pollution, some severe. This study investigates pro-environmental behaviors of citizens in Cairo, Egypt’s largest metropolis, and studies the relationship between pro-environmental behavior and demographic variables, beliefs, values, and religiosity. Analysis shows that three types of pro-environmental behavior are present: Public Sphere, Private Sphere, and Activist Behavior, with the latter occurring less frequently. Importantly, the study identifies an ecocentric value among respondents which is correlated with Public Sphere Behavior. It also confirms earlier research that characterized Egyptians’ perceptions of the environment as being set in the context of health and cleanliness. Religious teachings and religiosity are shown to be associated with pro-environmental behavior, thus lending support to the presence of an Islamic environmental ethic.