使用回收CO2的化品和洗剂:通过风险感知修改的价值观-信念-规范模型进行跨国研究
Irene Tilikidou1, Antonia Delistavrou1
1Department of Organizations Management, Marketing and Tourism, International Hellenic University, 57400 Thessaloniki, Greece.
Behavioral sciences (Basel, Switzerland)
|June 27, 2023
概括
消费者 消费者 消费者
科学领域:
- 环境心理学 环境心理学
- 消费者行为 消费者行为
- 绿色化学 绿色化学
背景情况:
- 人们越来越担心气候变化和资源短缺.
- 需要了解消费者对回收二氧化碳产品的接受程度.
- 关于绿色化学产品的价值观-信念-规范 (VBN) 模型的有限研究.
研究的目的:
- 检查修改的价值观-信念-规范 (VBN) 模型,包括气候变化风险感知.
- 调查消费者购买个人和家庭护理产品的购买意向,这些产品的创新成分来自回收二氧化碳.
- 为了在法国,德国和西班牙的消费者中比较这些因素.
主要方法:
- 由研究机构进行的电子采访.
- 根据每个国家的性别和年龄进行分层抽样.
- 修改后的价值观-信念-规范 (VBN) 模型的应用.
主要成果:
- 生物圈价值对风险感知产生了积极的影响.
- 风险感知强烈影响了对后果的认识,导致了个人规范和购买意图.
- VBN模型解释了绿色化学产品购买意向的显著差异 (43.3%60.2%).
- 个人规范与购买意图之间的联系在法国和德国比在西班牙更强.
结论:
- 修改后的VBN模型有效地解释了消费者对绿色化学产品的意图.
- 气候变化风险感知是采取可持续消费行为的关键驱动力.
- 针对不同的欧洲市场可能需要定制的营销策略.
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