摘要
“绿水青山就是金山银山”,绿色消费与可持续发展成为经济社会发展的重要议题,消费者如何践行绿色消费、如何对绿色产品形成绿色消费意愿是绿色消费研究的重点领域方向。为此,基于刻板印象内容模型,研究探讨品牌拟人化类型与绿色产品类型的交互效应对绿色消费意愿的影响及其反应机制。研究主要发现:①品牌拟人化与产品类型交互影响消费者的绿色消费意愿。对于实用型产品,能力型拟人(vs.温暖型拟人)更能激发消费者的绿色消费意愿;对于享乐型产品,温暖型拟人(vs.能力型拟人)更能激发消费者的绿色消费意愿。②绿色感知质量、绿色感知价值中介品牌拟人化类型和产品类型的交互效应对消费者绿色消费意愿的影响。③消费动机(利己动机vs.利他动机)调节品牌拟人化类型与产品类型的交互效应对消费者绿色消费意愿的影响。基于以上结果,研究丰富了品牌拟人化的相关研究,为企业品牌拟人化类型的选择、绿色产品的宣传、消费者绿色消费意愿及行为等提供现实参考价值。
“Lucid waters and lush mountains are invaluable assets.”Green consumption and sustainable development has become an important issue for economic and social development,how consumers practice green consumption and how to form green consumption willingness for green products is the key area direction of green consumption research.Therefore,a model on the response mechanism of green consumption intention was established based on the stereotype content model and the interactive effect of brand personification(competence personification vs.warm personification)and green product types.The main findings are as follows.Brand personification interacts with product types to influence consumersgreen consumption intention.For practical products,compared to warm personification,competence personification is more likely to stimulate consumersgreen consumption intention.For hedonic products,compared to competence personification,warm personification can more stimulate consumersgreen consumption intention.Green perceived quality and green perceived value mediate the interactive effect of brand personification and product types on green consumption intention.Consumption motivation monitors the interaction between brand personification and product types on green consumption intention.Based on the above results,it enriches the related research on brand personification,providing practical reference value for the selection of enterprise brand personification,the promotion of green products,and consumersgreen consumption.
作者
聂元昆
刘莉
崔海浪
Nie Yuankun;Liu Li;Cui Hailang(Business School,Yunnan University of Finance and Economics,Kunming 650221,China)
出处
《技术经济》
CSSCI
北大核心
2024年第4期88-99,共12页
Journal of Technology Economics
基金
国家自然科学基金“负面信息对品牌资产的影响:品牌的国家身份调节效用机制”(71662036)。
关键词
品牌拟人化
绿色感知质量
绿色感知价值
消费动机
绿色消费意愿
brand personification
green perceived quality
green perceived value
consumption motivation
geen consumption intention
