消费者对绿色产品的属性评价和溢价可接受度研究

With the increasing prominence of resources and environmental issues and intensifying of government regulations, companies are investing more and more in environmental protection and development of green products. Therefore, stimulating consumers to adopt green products voluntarily and increasing their willingness to pay are significantly important for firms to invest consistently in green enhancing efforts. Researchers have examined consumer acceptance of green products from perspectives from values or attitudes, situation pressure, trust etc., which are more holistic, integrally based, or from explicit elements. It is impending to improve consumer's preference for green products from the perspective of consumer utility evaluation in the future research..The project proposes that perceived legitimacy advocates for charging a premium for green products. However, how to improve the consumer's willingness to pay effectively have completely different psychological mechanisms between the premium price as a signal of improving green attributes or a signal of quality assurance. The project aims to explore how consumers evaluate the attributes of green products and identify the premium acceptance mechanisms under different circumstances based on attributes trade-off, perceived fairness, signal effect, resource balance theory, product externality and other relevant theories. Furthermore, we test the moderating effects from consumer mindset, product category and other possible variables. In addition to methods of experiment, survey and interview, we aim to obtain the support from some green consumer products enterprises and conduct sufficient field studies.

随着资源和环境问题的日益凸显以及政府规范的强化，企业在环保和开发绿色产品上的投入不断增加，促进消费者对绿色产品的自主接纳并提高支付意愿对促进企业在绿色投入的持续努力至关重要。相关研究主要从价值观/态度、情境压力、信任度等基于整体评价或外显要素探究对消费者对绿色产品的接受，未来的研究亟待需要从消费者效用评价角度来提高消费者对绿色产品的偏好。.项目提出感知正当性对绿色产品索取溢价具有支持作用，但溢价作为绿色信号抑或质量保证信号下，如何有效提高消费者的支付意愿具有完全不同的心理机制。本项目拟从属性层次展开消费者心理的分析，基于属性权衡、感知公平、信号理论、资源平衡理论、产品外部性等有关理论探究消费者对绿色产品的属性评价、识别不同情况下提高溢价接受度的机制，并考虑消费者思维定势、产品类别等变量的调节作用。本项目拟在实验、调研、访谈的基础上，积极获取绿色消费产品企业支持展开实地研究。

促进消费者对绿色产品的自主接纳并提高支付意愿对促进企业在绿色投入的持续努力至关重要，本研究项目从消费者效用评价角度来理解消费者对绿色产品的偏好。本项目研究内容主要从以下几个方面展开：第一，探究绿色产品属性感知与产品的质量感知、价格的交互影响和消费者调节定向的影响；第二，探究绿色产品属性定位对消费者绿色购买意愿的影响，包括广告信息框架、使用情境需求等多种因素的调节作用，开展消费者调研了解消费者对绿色产品的标签的识别度及认可程度、对产品绿色属性的感知和企业沟通策略的效果；第三，在消费者绿色健康行为、捐赠意愿、在线选择和电子支付等方面的消费者决策和偏好开展深入的学术研究；第四，开展绿色发展和可持续发展方面的外部效应探究。项目取得的成果很好地丰富了消费者对绿色产品认知的理论贡献，通过实验、调研、二手数据等指导企业营销产品设计和沟通策略设计具有可操作性指引，潜在具有良好的企业应用价值。项目团队取得了国内外高水平的研究成果。.在International Journal of Research in Marketing、Journal of Retailing、心理学报、Psychology & Marketing、Journal of Business Research、Journal of Research in Interactive Marketing、Journal of Marketing Development and Competitiveness、Journal of Economic Psychology、Sustainability、Journal of Environmental Planning and Management等期刊上发表论文17篇，其中13篇SCI/SSCI检索，1篇EI，3篇CSSCI。在基金资助下广泛参与了AMA Academic Conference、ACR Conference、JMS中国营销科学学术年会、中国高校市场学研究会学术会议等重要的国内外学术会议。在人才培养方面，指导并出站博士后1人，指导并毕业博士3人，指导与本基金项目相关的硕士毕业论文12篇。