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本文通过实验研究发现产品相关环境知识、企业环保社会责任信息和环保描述性规范信息三类营销信息可以促进消费者对环保型产品的购买意愿。本文还发现,他人在场可以提高消费者对环保型产品的购买意愿,且他人在场抑制了产品相关环境知识、企业环保社会责任信息对购买意愿的影响,而并没有抑制环保描述性规范信息对购买意愿的影响。本文引入信息加工心理学的过滤器模型进行理论解释,并对政府推广环保行动和企业推广环保型产品给出了相应的建议。
In this paper, three kinds of marketing information, such as product-related environmental knowledge, corporate environmental social responsibility information and environmental descriptive norms information, can be found through experimental research to promote consumers’ willingness to purchase environmentally friendly products. This paper also finds that the presence of others can increase consumers’ willingness to buy environmentally friendly products and the presence of others restrains the impact of product-related environmental knowledge and corporate environmental social responsibility information on purchase intention without inhibiting the environmental protection normative information from purchasing The impact of will. This paper introduces the filter model of information processing psychology to explain the theory and gives some suggestions to the government to promote environmental protection activities and enterprises to promote environmentally friendly products.