检查亲环保的消费行为与享乐和eudaimonic动机之间的关系
Aruna Polisetty1, Debarun Chakraborty2, Hari Babu Singu3
1VIT business school, VIT University,Vellore, India.
Journal of environmental management
|May 10, 2024
概括
了解消费者的动机是绿色产品成功的关键. 享乐和eudaimonic驱动因素显著影响环保消费和重复购买.
科学领域:
- 消费者心理学 消费者心理学
- 环境研究 环境研究
- 行为经济学是一种行为经济学.
背景情况:
- 消费者对可持续和环保产品越来越感兴趣.
- 需要了解推动环保消费的复杂因素.
- 现有的理论,如理性行动理论和计划行为理论,提供了一个基础.
研究的目的:
- 确定影响环境友好产品采用的关键因素.
- 检查环境知识,感知行为控制,环境关注和感知消费者有效性的作用.
- 调查享乐和eudaimonic视角的调解效应和人口统计学的调节效应.
主要方法:
- 调查研究与479名参与者.
- 计划行为理论的应用.
- 结构方程建模人工神经网络 (SEM ANN) 用于数据验证.
主要成果:
- 计划行为理论预测因素显著影响享乐动机,导致满意度和重复购买.
- 优达蒙的动机驱使可持续的行动,即使环境知识有限,也反映了更深层次的价值观.
- 代际差异 (Z世代,千一代) 和买家类型会影响购买绿色产品的动机.
结论:
- 享乐和eudaimonic的动机对于理解绿色消费至关重要.
- 营销人员可以利用这些见解,有效地定位和品牌环保产品.
- 针对年轻一代等特定消费者群体量身定制战略,可以提高市场透率.
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