摘要
绿色价值结构是"人与自然和谐发展"这一价值理念影响下的消费者消费价值观的结构要素。首先回顾了绿色价值结构的相关文献,提出了绿色价值结构的假设模型,设计并开展了以绿色化妆品为主题的面向女性消费者的问卷调查;然后用SPSS13.0对581份有效问卷数据进行了信度和效度检验以及探索性因子分析,并用AMOS17.0对假设模型和调查数据进行了结构方程模型的拟合和检验;最后分析了不同群组消费者的结构方程模型拟合参数的特点。研究结果表明:当前消费者的绿色价值结构主要由消费者的安全价值、环境价值、审美价值和社交价值构成;在这些消费者价值中,年轻消费者群体和低收入消费者群体的安全价值受到绿色价值理念的影响比较突出,高收入水平、高受教育水平以及年龄比较大的消费群体的环境价值受到绿色价值理念的影响比较明显,低学历消费者群体和年轻消费者群体的社交价值则比较容易受到绿色价值理念的影响。
Green value structure is the consumers＇ consumption value structural element influenced by the green value concept of harmonious development between man and nature. Firstly, in this research paper, documents concerning green value structure are reviewed, assumption model of green value structure is proposed, and an investigation focusing on green cosmetics is designed and carried out among female consumers. Then, reliability ＆ validity test and exploring factorial analysis are conducted on the 581 questionnaires using SPSS13. 0, and structural equation modeling fitting between the green value structure assumption model and survey data is performed using AMOS17.0. Finally, the characteristics of the structural equation modeling fitting indices in different consumer groups are analyzed. The research results indicate that： currently green value structure includes mainly consumer＇s security values, environment values, aesthetic values and social communication values; security values are more significant in younger consumers and lower income consumers; environment values are more significant in higher income consumers, higher education consumers and older consumers ; social communication values are more significant in younger consumers and lower education consumers.
出处
《中国人口·资源与环境》
CSSCI
北大核心
2012年第7期78-84,共7页
China Population,Resources and Environment
基金
广西哲学社会科学"十二五"规划项目"广西北部湾经济区复杂系统框架下的绿色营销研究"(11FGL032)
关键词
绿色营销
消费者价值
结构方程模型
因子分析
化妆品
green marketing
consumer value
structural equation modeling
factorial analysis
cosmetics
