CAJ | 학술논문

基于武汉、济南和成都三市538份问卷调查，在传统的理性消费模型和消费价值模型基础上，构建了绿色信息、消费者绿色食品属性感知与绿色购买行为的关系模型。研究表明：传统的消费行为模型嵌入绿色观念后仍然对绿色购买行为具有解释作用；绿色信息对消费者绿色食品购买行为不仅存在直接正向影响，而且对消费者绿色食品属性感知与绿色购买行为的关系中存在显著扰动效应。提出了完善绿色信息传播机制、加强多渠道绿色信息传播、增强绿色食品的可感属性等3点启示。
기우무한、제남화성도삼시538빈문권조사，재전통적이성소비모형화소비개치모형기출상，구건료록색신식、소비자록색식품속성감지여록색구매행위적관계모형。연구표명：전통적소비행위모형감입록색관념후잉연대록색구매행위구유해석작용；록색신식대소비자록색식품구매행위불부존재직접정향영향，이차대소비자록색식품속성감지여록색구매행위적관계중존재현저우동효응。제출료완선록색신식전파궤제、가강다거도록색신식전파、증강록색식품적가감속성등3점계시。
Based on the traditional rational consumption model and consuming value model, this paper constructs a relationship model of green information, consumers＇ perception of green food attributes and their green purchasing behavior. The result shows that the traditional consumer behavior model embedded in the green conception can still explain the green purchasing behavior. Moreover, the green information not only has direct impact on consumers＇ buying process, but also has significant disturbance effects in the relationship between consumers＇ perception of green food attributes and their green purchasing behavior.