绿色产品真的绿色吗？感知信任和感知欺骗对绿色消费行为的影响

Are Green Products Really Green? Research on the Impact of Consumers' Green Consumption Behavior Based on Perceived Deception and Perceived Trust

吴学魁(Xuekui Wu)

《DPU International Conference on Business Innovation and Social Sciences 2022》 2022 (2022/05) Pp. 799-808

https://doi.org/10.29754/caicictbs.202205.0077

摘要

新时代，绿色消费成了中国建设生态文明的必然要求，国内越来越多的消费者开始践行绿色消费。现有对绿色消费的研究普遍侧重于经济学和社会学，强调环境价值和个人心理因素的影响，忽视了消费者绿色产品认知对绿色消费行为的影响。本文将探讨消费者绿色产品认知对消费者绿色消费行为的影响，并尝试论证感知信任和感知欺骗在绿色产品认知与绿色消费之间有中介效应，且把社会规范作为调节变量进行讨论。本文基于现有的研究成果和相关理论为基础提出研究假设，并建立研究框架图，虽未进行样本调查、数据验证，但本研究有助于提高消费者绿色产品认知水平，进而推动绿色消费；也为企业构建完善的绿色营销体系提供借鉴。

關鍵字

绿色产品 ； 感知信任 ； 感知欺骗 ； 社会规范 ； 绿色消费行为

並列摘要

In the new era, green consumption has become the inevitable requirement of China's construction of ecological civilization. More and more domestic consumers begin to practice green consumption. The existing research on green consumption generally focuses on economics and sociology, emphasizes the influence of environmental value and personal psychological factors, and ignores the influence of consumers' green product cognition on green consumption behavior. This paper will explore the impact of consumers' green product cognition on consumers' green consumption behavior, and try to demonstrate that perceived trust and perceived deception have intermediary effects between green product cognition and green consumption, and discuss social norms as regulatory variables. Based on the existing research results and relevant theories, this paper puts forward research hypotheses and establishes a research framework. Although there is no sample survey and data verification, this study helps to improve consumers' awareness of green products and promote green consumption; It also provides a reference for enterprises to build a perfect green marketing system.

並列關鍵字

Green products ； Sense of trust ； Perceived deception ； Social norms ； Green consumption behavior