基于商品可持续性信息传递的低碳消费促进机制研究

In the research of low carbon consumption, the sustainability-related information of product becomes an important facilitator for promoting low carbon consumption behavior of consumers. This research generates the sustainability indicator of low-carbon product, with the aim of facilitating low carbon consumption. Firstly, this study developed a set of necessary attributes to play the role of facilitator. Furthermore, in order to gain comprehensive insights from different stakeholders, such as consumers and practitioners, several studies were conducted based on viewpoints from multiple stakeholders. The importance of attributes were evaluated and ranked based on a survey of consumers. Secondly, numeric weights of the importance of attributes are gained for specific industry through interviews of industrial experts. The method of generation of indicator is verified and adjusted into specific industry. Lastly, though the sustainability indicator which provides consumers with product-level sustainability information, the facilitating mechanism of low carbon consumption is generated. It provides the theoretical guidelines for enterprises to promote transformation of green development models. This research generates the sustainability indicator of low-carbon product, and the facilitating mechanism of low carbon consumption. On one hand, it brings the theoretical guide for low carbon consumption and retails. One the other hand, the study provides the key techniques of sustainability indicator of product for enterprises, constructs the communication channels with consumers, resulting in increased market share and profit for practitioners, and leads to promote the transformation of green development models of enterprises.

商品的可持续性信息传递对促进消费者的低碳消费行为起到至关重要的推动作用。本课题以促进低碳消费行为为目的，研究分析低碳商品在生产及供应链环节对社会及环境的影响，据此提取商品的可持续性信息因子，基于企业和消费者等利益相关者的需求，获得消费者对可持续性信息因子的重要性评价；采用结构方程模型分析得到各因子的权重、因子间的关系及其复合结构，进而生成商品可持续性表征指标。在此基础上，运用层次分析法获得数据并进行分析，对可持续表征指标因子权重进行修正。最后，以新能源汽车行业作为对象，对上述提出的指标生成方法进行验证，生成新能源汽车行业可持续性表征指标，并阐明低碳消费促进机制的机理及促进方式。本研究以为消费者提供商品可持续性表征指标为核心，为企业制定商品可持续性表征指标提供了理论与方法支持，为生产和消费之间架构了沟通的桥梁，对促进低碳消费有重要的现实意义。

为了促进低碳消费，迫切需要建立系统的方法来促进从生产者到最终消费者之间的信息沟通，通过相关可持续性表征指标为消费者提供足够的商品可持续性信息。. 本研究完成了申请书研究内容，以为消费者提供商品可持续性表征指标为核心，提取商品的可持续性信息因子，揭示可持续性信息因子的权重、关系及复合结构，建立低碳商品可持续性表征指标，阐明通过低碳商品可持续性表征指标促进低碳消费的关键通道、影响因素及其影响机理，并据此建立低碳消费的促进机制。. 重要结果：本课题首先分析低碳商品在生产及供应链环节中对社会及环境的影响，据此提取商品的可持续性信息因子，其不仅包括商品在使用阶段的能耗情况，还包含其在制造过程及供应链环节的能源、空气、水等资源的消耗及影响等情况；不仅关注商品的环境影响，还包括其社会影响，如童工使用、员工工作安全和健康、消费者满意度，企业对社区影响及关系等。接着，充分考虑公众对商品可持续性信息的需求，以问卷调查形式，获得消费者对于各个可持续性信息因子的重要性评价，生成商品可持续性表征指标。在此基础上，再参考行业专家意见，进行权重修正。最后，以新能源汽车工业为对象，对提出的指标生成方法进行验证，建立新能源汽车可持续性表征指标，并据此提出低碳消费促进机制，促进从生产者到最终消费者之间的信息沟通。基于以上研究内容及重要结果，延伸出一些研究基础性及探索性研究，为后期开展可持续消费行为对企业绿色转型促进作用，企业循环商业模式创新、企业绿色转型机制及动力因素等研究奠定坚实的基础。. 意义：本项目建立可持续性表征指标的生成方法以及提出低碳消费的促进机制，为企业制定商品可持续性表征指标提供了理论与方法支持，为生产和消费之间架构了沟通的桥梁，对促进可持续消费有重要的现实意义。为企业绿色转型机制、绿色增长模式选择的研究奠定了坚实的基础。