品牌的感知社会可持续性如何以及何时增加消费者支付溢价的意愿:一项多样本研究
Mei Kei Leong1, Kian Yeik Koay2
1School of Management & Marketing, Taylor's University, Subang Jaya, 47500, Selangor, Malaysia; Tashkent State University of Economics, Islom Karimov 49, 100066, Tashkent, Uzbekistan.
Acta psychologica
|December 5, 2025
概括
消费者更愿意为被认为是社会可持续的品牌支付溢价. 品牌形象调解了这种效果,而环境问题调节了这种关系,增强了支付更多费用的意愿.
科学领域:
- 商业和管理的管理.
- 消费者行为 消费者行为
- 营销 营销 营销 营销 营销 营销
背景情况:
- 消费者对企业可持续性的关注越来越大.
- 关于可持续发展的社会方面及其对消费者的影响的研究是有限的.
- 本研究通过检查社会可持续性对消费者支付意愿的影响来解决这一差距.
研究的目的:
- 调查感知到的社会可持续性如何影响消费者支付溢价的意愿.
- 分析品牌形象在这种关系中的调解作用.
- 检查环境关注作为社会可持续性-品牌形象链接的调节者.
主要方法:
- 进行了两项调查研究,一项是关于一般品牌 (马来西亚,N=335) 和一项是关于时尚品牌 (美国,N=183).
- 使用部分最小平方结构方程建模 (PLS-SEM) 分析数据.
主要成果:
- 感知到的社会可持续性对支付意愿和品牌形象产生积极影响.
- 品牌形象对支付意愿产生积极影响.
- 品牌形象介绍了社会可持续性和支付意愿之间的联系.
- 环境问题调节了社会可持续性与品牌形象之间的关系,以及中介途径.
结论:
- 感知到的社会可持续性是消费者愿意支付溢价的关键驱动力,品牌形象起到了关键的调解作用.
- 环境关注放大了社会可持续性对品牌形象和支付意愿的积极影响.
- 企业应该利用社会可持续性倡议来增强品牌形象和高价定价,特别是在环保意识的消费者中.
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