环境友好型品牌对消费者购买意愿的影响

题目：环境友好型品牌对消费者购买意愿的影响

摘要：本研究旨在探讨环境友好型品牌对消费者购买意愿的影响。通过对国内外相关研究的回顾，我们发现环境友好型品牌的特征和消费者购买意愿的影响因素是影响消费者购买意愿的关键因素。研究发现，环境友好型品牌的环保形象塑造、感知价值和社会认同等因素对消费者购买意愿有正向影响。然而，目前环境友好型品牌对消费者购买意愿的影响还存在一些问题，如消费者绿色消费意识的欠缺、商品可持续性信息的获取困难以及对绿色商品的宣传存在疑虑等。为了解决这些问题，我们提出了提升消费者对生态友好型产品的认知度、强化商品可持续性信息的透明度和可信度以及建立信任关系，消除消费者的疑虑等对策。

关键词：环境友好型品牌，消费者购买意愿，环保形象

Abstract:The purpose of this study was to explore the impact of environmentally friendly brands on consumers' purchase intention. Through the review of relevant researches at home and abroad, we find that the characteristics of environment-friendly brands and the influencing factors of consumers' purchase intention are the key factors affecting consumers' purchase intention. It is found that the environmental image building, perceived value and social identity of environmentally friendly brands have a positive impact on consumers' purchase intention. However, at present, there are still some problems in the impact of environmentally friendly brands on consumers' purchase intention, such as the lack of consumers' awareness of green consumption, difficulties in obtaining information on product sustainability and doubts about the promotion of green goods. In order to solve these problems, we propose measures to enhance consumers' awareness of eco-friendly products, strengthen the transparency and credibility of commodity sustainability information, and build trust relationships to eliminate consumers' doubts.

Key words：Environmentally friendly brand, consumer willingness to buy, environmental image

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