绿色食品的标识资产管理——理论框架与实证分析

绿色食品的标识资产是绿色营销中的一个新课题,借鉴品牌资产的概念,定义了绿色标识资产,并对绿色标识资产的关键驱动因素和对顾客忠诚的影响进行了系统的理论分析和实证研究。通过构建基于偏最小二乘法的结构方程模型发现,标识联想、标识感知质量和消费者介入程度对绿色标识资产起正向影响作用,进而对顾客忠诚产生显著、积极的影响。

Study on the Management of Green Food Label Assets

As a new issue in the research of Green Marketing,green label assets refers to the value added to the product exceeding that from product or service,by the virtue of it having green label.Building on the concept of brand assets,green label assets turns out to be useful in building and maintaining competitive advantages.Green label associations,perceived quality and consumer involvement are major explicative variables of green label equity.Further,green label assets exerts significant positive effect on cust...