摘 要
随着全球环境问题日益严峻，可持续发展已成为企业营销策略的重要方向，本研究从消费者行为视角出发，探讨如何通过有效的营销手段推动可持续消费。研究旨在揭示消费者对可持续产品的真实态度与行为差异，并提出针对性的营销策略以缩小知行差距。采用混合研究方法，结合问卷调查与深度访谈，收集了来自不同消费群体的多维度数据，分析结果显示，消费者对可持续产品的认知水平较低，且价格敏感性显著影响其购买决策。此外，社会规范和品牌信任在促进可持续消费中起到关键作用。本研究创新性地构建了基于消费者心理机制的可持续营销框架，强调情感联结、价值传递和社会互动的重要性。研究为企业的可持续营销实践提供了理论支持与操作指南，同时为相关政策制定者优化消费引导策略提供了参考依据，具有重要的学术价值与实践意义。
关键词：可持续消费；消费者行为；营销策略
Abstract
As global environmental issues become increasingly severe, sustainable development has emerged as a critical direction for corporate marketing strategies. This study examines how effective marketing approaches can promote sustainable consumption from the perspective of consumer behavior. The aim is to uncover the genuine attitudes and behavioral discrepancies of consumers towards sustainable products and to propose targeted marketing strategies that bridge the gap between knowledge and action. A mixed-methods approach was employed, integrating questionnaire surveys with in-depth interviews, to gather multidimensional data from diverse consumer groups. The findings indicate that consumers generally have low awareness of sustainable products, and their purchasing decisions are significantly influenced by price sensitivity. Furthermore, social norms and brand trust play pivotal roles in facilitating sustainable consumption. Innovatively, this study constructs a sustainability marketing fr amework based on consumer psychological mechanisms, emphasizing the importance of emotional connection, value communication, and social interaction. The research provides theoretical support and operational guidance for corporate sustainable marketing practices and offers valuable references for policymakers to optimize strategies for guiding consumption, thereby holding significant academic and practical implications.
Keywords: Sustainable Consumption；Consumer Behavior；Marketing Strategy
目 录
引言 1
一、消费者行为与可持续营销概述 1
（一）消费者行为理论基础 1
（二）可持续营销的核心概念 2
（三）两者结合的必要性分析 2
二、消费者对可持续营销的认知与态度 3
（一）消费者认知形成机制 3
（二）态度对购买行为的影响 3
（三）认知与态度的互动关系 3
三、可持续营销策略的设计与实施 4
（一）策略设计的关键要素 4
（二）实施过程中的挑战分析 4
（三）成功案例的经验总结 5
四、消费者行为视角下的效果评估与优化 5
（一）营销效果的评估指标 5
（二）数据驱动的行为分析方法 6
（三）策略优化的方向与路径 6
结 论 6
致 谢 8
参考文献 9
