本文選題：綠色品牌 + 綠色消費　； 參考：《天津大學(xué)》2012年博士論文

【摘要】：自改革開放至今，我國經(jīng)濟持續(xù)高速增長，人民生活水平不斷提高，取得了令世人矚目的成就。但粗放型經(jīng)濟增長模式仍未從根本上得以改變，進入21世紀(jì)，資源環(huán)境與社會經(jīng)濟發(fā)展之間的矛盾越發(fā)凸顯，且其已經(jīng)成為我國經(jīng)濟社會發(fā)展的瓶頸因素，倘若繼續(xù)沿襲粗放型的傳統(tǒng)經(jīng)濟發(fā)展模式，資源將難以為繼，人類賴以生存的自然生態(tài)環(huán)境將不堪重負(fù)。 隨著環(huán)保運動在世界范圍內(nèi)的深入開展，以消除和減少企業(yè)在生產(chǎn)經(jīng)營過程中對生態(tài)環(huán)境影響的綠色消費浪潮必將成為引領(lǐng)企業(yè)主宰未來市場，實現(xiàn)可持續(xù)發(fā)展戰(zhàn)略的必然選擇。積極發(fā)展綠色經(jīng)濟既利于加快形成節(jié)約資源和保護自然生態(tài)環(huán)境的產(chǎn)業(yè)結(jié)構(gòu)、增長方式、消費方式；又有利于建設(shè)資源節(jié)約型、環(huán)境友好型社會，促進人與自然的和諧發(fā)展。因此，深入研究后經(jīng)濟危機時代城市消費者基于綠色品牌的消費行為特征就顯得尤為重要了。目前，國內(nèi)學(xué)術(shù)界涉及綠色品牌消費行為研究領(lǐng)域的科研成果較少，且多以定性分析為主，實證研究偏少。 基于上述考慮，本文從可持續(xù)發(fā)展視角切入，對消費者基于綠色品牌的消費行為進行系統(tǒng)分析和實證研究，以期為可持續(xù)消費模式提供新的研究視角和實證經(jīng)驗，其主要研究內(nèi)容包括：首先，回顧了國內(nèi)外學(xué)者基于綠色品牌消費行為的相關(guān)文獻，對影響消費者綠色消費行為的相關(guān)理論進行系統(tǒng)梳理，分別從綠色營銷理論、綠色品牌研究及消費者行為理論三個層面進行系統(tǒng)分析，為后續(xù)實證研究工作奠定了堅實的理論基礎(chǔ)。其次，，本文將影響消費者對綠色品牌選擇的前置因素歸納為：社會心理因素、情境因素、經(jīng)濟因素和社會人口因素四個層面16個維度，并針對每一個維度進行嚴(yán)謹(jǐn)?shù)睦碚撏茖?dǎo)及研究假設(shè)，提出了基于綠色品牌消費行為影響因素模型。再次，本文通過實證研究的方式，對低碳經(jīng)濟環(huán)境下天津市消費者進行綠色消費的相關(guān)數(shù)據(jù)進行分析，系統(tǒng)考察影響消費者進行綠色消費的相關(guān)因素，并運用數(shù)理統(tǒng)計方法對理論模型進行嚴(yán)格檢驗。最后，深入探討對現(xiàn)代企業(yè)綠色營銷、政府及環(huán)保NGO公共管理的啟示。強調(diào)通過引入服務(wù)質(zhì)量差距模型來有效彌補綠色消費顧客滿意度與企業(yè)服務(wù)質(zhì)量之間所存在的差距。此外，基于綠色營銷在我國發(fā)展的現(xiàn)狀，從企業(yè)、政府、環(huán)保NGO三個層面分析其對消費者綠色消費行為的影響，并基于各自不同的視角切入，探討其對實施綠色營銷、促進綠色消費方面所發(fā)揮的積極、能動作用。在此基礎(chǔ)上，提出了基于可持續(xù)發(fā)展視角下的國內(nèi)綠色營銷新四力模型。
[Abstract]:Since the reform and opening up to date, China's economy continues to grow at a high speed, and the people's living standards are constantly improving, which has made remarkable achievements in the world. However, the pattern of extensive economic growth has not been fundamentally changed. In the 21st century, the contradiction between resources, environment and social and economic development has become more and more prominent, and it has become the bottleneck factor of our country's economic and social development. If we continue to follow the extensive traditional economic development model, the resources will be difficult to continue, and the natural ecological environment on which mankind depends will be overwhelmed. With the development of the environmental protection movement in the world, the green consumption tide of eliminating and reducing the influence of enterprises on the ecological environment in the process of production and operation will become the leading enterprise to dominate the future market. The inevitable choice to realize the strategy of sustainable development. The positive development of green economy not only helps to accelerate the formation of industrial structure, growth mode and consumption mode of saving resources and protecting natural ecological environment, but also helps to build a resource-saving, environment-friendly society and promote the harmonious development of man and nature. Therefore, it is particularly important to study the characteristics of urban consumers' consumption behavior based on green brand in the post-economic crisis era. At present, there are few research achievements in the field of green brand consumption behavior in domestic academic circles, and most of them are qualitative analysis, but the empirical research is less. Based on the above considerations, this paper makes a systematic analysis and empirical research on consumer's consumption behavior based on green brand from the perspective of sustainable development, in order to provide a new perspective and empirical experience for sustainable consumption patterns. The main research contents are as follows: firstly, reviewing the relevant literature of domestic and foreign scholars based on green brand consumption behavior, systematically combing the relevant theories affecting consumer green consumption behavior, respectively from the green marketing theory. Three levels of green brand research and consumer behavior theory are systematically analyzed, which lays a solid theoretical foundation for the follow-up empirical research. Secondly, this paper concludes the pre-factors that influence consumers' choice of green brand into four dimensions: social psychological factors, situational factors, economic factors and socio-demographic factors. Based on the rigorous theoretical derivation and research hypothesis of each dimension, this paper puts forward a model of influencing factors based on green brand consumption behavior. Thirdly, through the way of empirical research, this paper analyzes the relevant data of green consumption of consumers in Tianjin under the low carbon economy environment, and systematically investigates the relevant factors that affect the green consumption of consumers. The mathematical statistical method is used to strictly test the theoretical model. Finally, the enlightenment to modern enterprise green marketing, government and environmental protection NGO public management is discussed in depth. It is emphasized that the gap between green consumer satisfaction and enterprise service quality can be effectively bridged by introducing the service quality gap model. In addition, based on the current situation of green marketing in our country, this paper analyzes the influence of green marketing on consumer green consumption behavior from three aspects: enterprise, government and environmental protection NGO, and discusses its impact on the implementation of green marketing from different perspectives. To promote green consumption to play an active and dynamic role. On this basis, a new four-force model of domestic green marketing based on sustainable development is put forward.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：F273.2;F205;F224

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