绿色产品的包装颜色是刺激消费者购买绿色产品的直接外部线索之一,也是企业开展绿色营销的重要工具。本文认为,在不同决策思维模式下,绿色产品包装颜色通过质量评价和环境效能评价对消费者绿色购买意愿产生差异化影响,且质量评价和环境效能评价的中介作用受绿色产品类型的调节。本研究通过三项实验得出以下结论:(1)在经验性决策思维模式下,绿色产品的绿色包装能激发消费者更高的绿色购买意愿;在理性决策思维模式下,绿色产品的绿色与非绿色包装对消费者绿色购买意愿的影响无显著差异。(2)绿色产品包装颜色和消费者决策思维模式的交互作用通过影响质量评价和环境效能评价而影响绿色购买意愿。(3)当绿色产品为利己型时,绿色包装主要通过提高质量评价而增强绿色购买意愿;当绿色产品为利他型时,绿色包装主要通过提高环境效能评价而增强绿色购买意愿。
“绿色”的联想:绿色产品包装颜色影响消费者绿色购买意愿的权变机制研究
摘要
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引用本文
盛光华, 戴佳彤, 岳蓓蓓. “绿色”的联想:绿色产品包装颜色影响消费者绿色购买意愿的权变机制研究[J]. 外国经济与管理, 2021, 43(5): 91-105.
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