摘要
随着全球环境问题日益严峻，绿色营销逐渐成为企业可持续发展的重要策略。本研究旨在探讨绿色营销策略对消费者购买意愿的影响机制，并通过实证分析揭示其作用路径及关键驱动因素。研究基于计划行为理论，构建了包含感知环境责任、绿色品牌形象和信任等变量的理论模型，采用问卷调查法收集数据，并运用结构方程模型进行分析。结果显示，感知环境责任和绿色品牌形象显著正向影响消费者的购买意愿，而信任在这一过程中起到中介作用。此外，研究发现消费者环保意识的调节效应显著，表明高环保意识群体对绿色营销策略更为敏感。本研究的创新点在于将信任纳入绿色营销的研究框架，并验证了其在影响机制中的重要作用，同时强调了消费者环保意识的差异化影响。研究为企业制定有效的绿色营销策略提供了理论支持和实践指导，有助于提升消费者的绿色购买意愿，促进市场可持续发展。
关键词：绿色营销；消费者购买意愿；信任；环保意识；绿色品牌形象
Abstract
As global environmental issues become increasingly severe, green marketing has gradually emerged as a critical strategy for corporate sustainable development. This study aims to explore the influence mechanism of green marketing strategies on consumer purchase intention and reveal their effect paths and key driving factors through empirical analysis. Grounded in the Theory of Planned Behavior, a theoretical model was constructed incorporating variables such as perceived environmental responsibility, green brand image, and trust. Data were collected using a questionnaire survey method and analyzed via structural equation modeling. The results indicate that perceived environmental responsibility and green brand image significantly and positively affect consumer purchase intention, while trust plays a mediating role in this process. Additionally, the study finds that the moderating effect of consumer environmental awareness is significant, suggesting that groups with higher environmental awareness are more sensitive to green marketing strategies. The innovation of this research lies in integrating trust into the fr amework of green marketing studies and verifying its crucial role in the influence mechanism, while also emphasizing the differential impact of consumer environmental awareness. This study provides theoretical support and practical guidance for enterprises in formulating effective green marketing strategies, contributing to enhancing consumers' green purchase intention and promoting sustainable market development.
Keywords：Green Marketing; Consumer Purchase Intention; Trust; Environmental Awareness; Green Brand Image
目 录
摘要 I
Abstract II
一、绪论 1
(一) 研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、绿色营销策略的理论基础 2
(一) 绿色营销的核心概念 2
(二) 绿色营销策略的主要类型 3
(三) 消费者购买意愿的相关理论 3
三、绿色营销策略对消费者行为的影响机制 4
(一) 绿色营销与消费者认知的关系 4
(二) 绿色营销对消费者态度的作用 4
(三) 绿色营销对购买意愿的直接影响 5
四、实证研究：绿色营销策略的效果评估 6
(一) 研究设计与数据收集 6
(二) 数据分析方法与结果解读 6
(三) 研究发现与关键结论 7
结 论 8
参考文献 9
