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요약정보
营销感知、矛盾态度与绿色消费决策的关系研究
Resource Type
Academic Journal
Authors
曲静
;
李健民
Source
商业经济研究 / Journal of Commercial Economics
. (2):82-85
Subject
营销感知;矛盾态度;绿色消费决策;易得性感知;信息感知
Language
Chinese
ISSN
1002-5863
Online Access
Find it @ DONGA
초록
随着我国绿色消费模式日渐成熟,绿色购物、绿色餐饮等新兴业态应运而生.而对于消费者个体而言,自带购物袋、避免购买或使用一次性用品等绿色消费行为也已蔚然成风.但对于许多商家而言,由于未能有效优化营销策略刺激绿色消费,因此难以借力绿色消费提升企业认同与经营业绩.基于此,本文对营销感知、矛盾态度和绿色消费决策三者之间的关系进行了实证分析,旨在为商家重视绿色消费、提升绿色产品销量提供理论指导.得出以下结论:顾客的矛盾态度受到绿色产品价格感知显著积极影响,同时受到绿色产品价值感知、易得性和信息感知显著消极影响;矛盾态度在易得性感知与绿色消费决策的关系中具有中介效应.
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