摘要
随着全球环境问题日益严峻，绿色消费逐渐成为推动可持续发展的重要力量。本研究旨在探讨绿色消费行为的驱动因素，并提出相应的营销策略响应方案。通过整合消费者心理、社会文化及政策引导等多维度视角，采用问卷调查与结构方程建模相结合的方法，对1200名消费者的绿色消费行为进行了深入分析。研究发现，消费者的环保意识、社会规范感知以及产品绿色属性认知是影响绿色消费行为的核心驱动因素，其中环保意识的作用尤为显著。此外，信任感和便利性在绿色消费决策中也发挥了重要作用。基于此，本文提出了以增强消费者绿色认知、优化绿色产品设计以及构建绿色营销生态为核心的策略框架。研究创新点在于将社会规范理论与消费者行为模型相结合，揭示了社会互动对绿色消费行为的潜在影响机制，同时为企业的绿色营销实践提供了具体可行的操作路径。本研究不仅深化了对绿色消费行为驱动机制的理解，还为企业和社会实现可持续发展目标提供了理论支持与实践指导。
关键词：绿色消费行为；环保意识；社会规范感知；绿色营销策略；产品绿色属性认知
Abstract
As global environmental issues become increasingly severe, green consumption has gradually emerged as a crucial force driving sustainable development. This study aims to explore the driving factors of green consumption behavior and propose corresponding marketing strategy fr ameworks in response. By integrating multiple perspectives, including consumer psychology, socio-cultural influences, and policy guidance, this research employs a combination of questionnaire surveys and structural equation modeling to conduct an in-depth analysis of the green consumption behaviors of 1,200 consumers. The findings reveal that environmental awareness, perceived social norms, and recognition of product green attributes are the core driving factors influencing green consumption behavior, with environmental awareness playing a particularly significant role. Additionally, trust and convenience are found to be important considerations in green consumption decision-making. Based on these insights, this paper proposes a strategic fr amework centered on enhancing consumer green cognition, optimizing green product design, and constructing a green marketing ecosystem. The innovation of this study lies in its integration of social norms theory with consumer behavior models, uncovering the underlying mechanisms by which social interactions influence green consumption behavior. Furthermore, it provides concrete and actionable pathways for corporate green marketing practices. This research not only deepens the understanding of the driving mechanisms behind green consumption behavior but also offers theoretical support and practical guidance for businesses and society in achieving sustainable development goals.
Keywords：Green Consumption Behavior; Environmental Awareness; Perceived Social Norms; Green Marketing Strategies; Perception Of Product Green Attributes
目 录
摘要 I
Abstract II
一、绪论 1
(一) 绿色消费行为研究的背景与意义 1
(二) 国内外绿色消费行为研究现状 1
(三) 本文研究方法与技术路线 2
二、绿色消费行为驱动因素分析 2
(一) 消费者价值观对绿色消费的影响 2
(二) 社会规范与绿色消费行为的关系 3
(三) 环境意识在绿色消费中的作用 3
三、营销策略对绿色消费行为的响应机制 4
(一) 产品设计与绿色消费行为的匹配 4
(二) 定价策略对绿色消费决策的影响 4
(三) 品牌信任与绿色消费行为的关联 5
四、绿色消费行为驱动与营销策略的整合研究 5
(一) 驱动因素与营销策略的交互效应 6
(二) 不同消费者群体的差异化响应分析 6
(三) 提升绿色消费行为的综合策略建议 7
结 论 8
参考文献 9
