摘 要
随着全球环境问题日益严峻，可持续营销逐渐成为企业实现经济、社会与环境协调发展的关键策略。本研究以可持续营销理念为背景，旨在探讨如何通过有效的引导与激励机制改变消费者行为，促进绿色消费的普及。研究采用混合方法设计，结合问卷调查与深度访谈收集数据，并运用结构方程模型分析变量间的关系。结果表明，消费者的环保意识、信任感及感知价值是影响其参与可持续消费行为的核心因素，而企业的透明度和激励措施则显著强化了这些因素的作用效果。本研究创新性地提出了“双轨激励模型”，将外部奖励与内在动机相结合，为企业制定可持续营销策略提供了理论支持。此外，研究还强调了文化背景对消费者行为的影响，拓展了现有理论在跨文化情境中的适用性。总体而言，本研究不仅深化了对可持续消费行为的理解，也为推动企业社会责任实践和环境保护目标的实现提供了重要参考。
关键词：可持续营销；消费者行为；双轨激励模型
Abstract
As global environmental issues become increasingly severe, sustainable marketing has gradually emerged as a critical strategy for businesses to achieve balanced development among economic, social, and environmental dimensions. This study, grounded in the concept of sustainable marketing, aims to explore how effective guidance and incentive mechanisms can alter consumer behavior to promote the prevalence of green consumption. A mixed-methods design was employed, integrating questionnaire surveys and in-depth interviews for data collection, while structural equation modeling was utilized to analyze the relationships between variables. The findings reveal that consumers' environmental awareness, trust, and perceived value are core factors influencing their engagement in sustainable consumption behaviors, whereas corporate transparency and incentive measures significantly enhance the effects of these factors. Innovatively, this study proposes a "Dual-Track Incentive Model," which combines external rewards with intrinsic motivation, providing theoretical support for businesses in formulating sustainable marketing strategies. Additionally, the study highlights the impact of cultural background on consumer behavior, thereby extending the applicability of existing theories in cross-cultural contexts. Overall, this research not only deepens the understanding of sustainable consumption behavior but also offers significant insights for advancing corporate social responsibility practices and achieving environmental protection goals.
Keywords: Sustainable Marketing；Consumer Behavior；Dual-Track Incentive Model
目 录
引言 1
一、可持续营销理念概述 1
（一）可持续营销的核心概念 1
（二）可持续营销的发展历程 2
（三）可持续营销的实践意义 2
二、消费者行为与可持续营销的关系 2
（一）消费者行为的基本特征 3
（二）消费者对可持续营销的认知 3
（三）可持续营销对消费者行为的影响 3
三、引导消费者行为的策略研究 4
（一）信息传播与消费者教育 4
（二）绿色产品设计与推广 4
（三）社会责任驱动下的行为引导 5
四、激励消费者参与可持续消费 5
（一）奖励机制的设计与实施 5
（二）情感联结与品牌忠诚度提升 5
（三）政策支持与市场环境优化 6
结 论 6
致 谢 8
参考文献 9
