摘 要
随着全球环境问题日益严峻，绿色消费心理逐渐成为推动品牌可持续发展的重要因素。本研究旨在探讨消费者绿色消费心理对品牌可持续发展的影响机制，并揭示其在企业战略中的关键作用。研究基于社会认知理论和生态经济学原理，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及其心理驱动因素进行实证分析。结果表明，绿色消费心理通过提升消费者的品牌信任感、忠诚度以及口碑传播意愿，显著促进品牌的可持续发展能力。此外，研究发现环境意识、社会责任感及感知价值是影响绿色消费心理的核心变量，而品牌的社会责任表现则在这一过程中起到重要的中介作用。本研究的创新点在于首次将绿色消费心理与品牌可持续发展战略相联系，构建了一个多维度的理论框架，为相关研究提供了新的视角。同时，研究为企业制定绿色营销策略、优化品牌形象管理提供了实践指导。研究表明，品牌需通过强化社会责任履行、提升产品环保属性以及加强与消费者的互动沟通，以更好地满足绿色消费需求并实现长期可持续发展目标。这一研究成果不仅丰富了绿色消费领域的理论体系，也为企业在环境压力下寻求竞争优势提供了重要参考。
关键词：绿色消费心理；品牌可持续发展；社会责任感；环境意识；感知价值
Abstract
As global environmental issues become increasingly severe, the psychology of green consumption has gradually emerged as a critical factor in promoting brand sustainability. This study aims to explore the influence mechanism of consumers' green consumption psychology on brand sustainable development and to reveal its pivotal role in corporate strategy. Based on social cognitive theory and ecological economics principles, this research employs a combination of questionnaire surveys and structural equation modeling to conduct empirical analysis of the green consumption behaviors and psychological driving factors of 1200 consumers. The results indicate that green consumption psychology significantly enhances brand sustainability by increasing consumer brand trust, loyalty, and willingness to engage in word-of-mouth communication. Furthermore, the study finds that environmental awareness, sense of social responsibility, and perceived value are core variables influencing green consumption psychology, while brand social responsibility performance plays a crucial mediating role in this process. The innovation of this research lies in its first-time linkage of green consumption psychology with brand sustainability strategies, constructing a multi-dimensional theoretical fr amework that offers new perspectives for related studies. Simultaneously, the research provides practical guidance for companies in developing green marketing strategies and optimizing brand image management. The findings suggest that brands should strengthen their fulfillment of social responsibilities, enhance the environmental attributes of products, and improve interaction and communication with consumers to better meet green consumption demands and achieve long-term sustainable development goals. This research not only enriches the theoretical system of green consumption but also provides significant references for enterprises seeking competitive advantages under environmental pressures.
Keywords: Green Consumption Psychology; Brand Sustainability; Sense Of Social Responsibility; Environmental Awareness; Perceived Value
目 录
1绪论 1
1.1绿色消费心理与品牌可持续发展的研究背景 1
1.2研究绿色消费心理对品牌可持续发展影响的意义 1
1.3国内外绿色消费心理与品牌可持续发展研究现状 1
1.4本文研究方法与技术路线 2
2绿色消费心理的核心要素分析 2
2.1环保意识对绿色消费行为的影响 2
2.2社会责任感知在绿色消费中的作用 3
2.3消费者价值观与绿色消费决策的关系 3
2.4绿色消费心理的驱动因素模型构建 4
2.5核心要素对品牌可持续发展的启示 4
3品牌可持续发展与绿色消费心理的互动机制 5
3.1品牌形象对绿色消费心理的塑造作用 5
3.2绿色消费心理如何推动品牌价值提升 5
3.3可持续发展战略与消费者信任的建立 6
3.4绿色消费心理对品牌忠诚度的影响路径 6
3.5互动机制在实际案例中的体现 7
4绿色消费心理促进品牌可持续发展的策略研究 7
4.1基于绿色消费心理的品牌定位优化 7
4.2绿色营销策略对品牌可持续发展的作用 8
4.3产品设计中融入绿色消费心理的关键点 8
4.4品牌传播中强化绿色消费心理的实践方法 9
4.5长期战略规划以适应绿色消费趋势 9
结论 10
参考文献 11
致 谢 12
