城市居民绿色消费行为的影响因素及发展策略研究毕业论文

 2021-04-08 08:04

摘 要

随着经济的增长,环境问题突显,生存问题严峻,使得人类逐渐意识到自己的消费行为对生态环境造成了巨大的压力。绿色、可持续的消费方式逐渐在全球兴起,居民在日常消费过程中开始关注环境问题,绿色消费在这一国际背景下开始兴起并不断发展起来。

因为绿色消费首先在国外发展起来的,所以国外学者对消费者绿色消费行为及其影响因素方面进行了大量的研究,并且应用了理论模型进行了干预性研究。而本国推行绿色消费较晚,文化发展与经济发展水平与国外又有较大差异,所以无法套用国外的研究成果在我国推行绿色消费行为。本文通过对城市居民进行问卷调查来探讨我国城市居民绿色消费行为的影响因素。选取样本之后,对绿色消费行为、绿色消费认知、群体压力、购买意愿设计李克特四点量表同时施测。得到数据之后对各个影响因素和绿色消费行为之间的关系进行交叉分析,并且运用多元线性模型对总体数据进行回归分析,研究城市居民绿色消费行为的主要影响因素。

最后得出研究结果:居民的绿色消费行为受多方面的因素影响,性别、年龄、受教育水平、个人月收入水平不同,居民的绿色消费行为就会有显著差异;消费者的绿色费认知和购买意愿对绿色消费行为都具有显著地正向影响。而群体压力、绿色产品的营销要素等外部影响因素在本文的研究结果中,对消费者的绿色消费行为影响较小。

关键词:绿色消费行为;影响因素;问卷调查;多元线性回归分析

Research on the influencing factors and development strategies of green consumption behavior of urban residents

ABSTRACT

With the development of economy, the environmental problems are highlighted and the survival problem is severe, which makes people realize that their consumption behavior has caused great pressure on the ecological environment. Green and sustainable consumption patterns are gradually rising in the world, the residents began to pay attention to environmental problems in the process of consumption, green consumption in the context of the rise and development.

Because green consumption first developed in foreign countries, foreign scholars have done a lot of research on green consumption behavior and its influencing factors, and applied the planned behavior theory to carry out intervention study.And the domestic implementation of green consumption is relatively late, and the level of cultural development and economic development is different from that of foreign countries. Therefore, it is impossible to apply foreign research results to promote green consumption behavior in China. This paper explores the influencing factors of green consumption behavior of urban residents in China through questionnaire survey。After selecting the samples, designing Lee Ketter four-point scale test for the green consumption behavior,the green consumption awareness,the group pressure,the purchase intention at the same time. After the data were obtained, the influencing factors were statistically analyzed, and the data were analyzed by multiple linear model.

Finally get the result: green consumption is influenced by many factors , gender, age, level of education ,personal monthly income level,and green consumption behavior of residents have significant differences.Green consumption cognition and purchase intention of green consumption has a significant positive effect on green consumption behavior.In addition, the external influencing factors such as group pressure and marketing factors of green products have little effect on the consumer's green consumption behavior in the research results of this paper.

Key words:Green consumption behavior;influence factor;Questionnaire investigation;Multiple linear regression analysis

目 录

1 引言

1.1研究背景

1.2研究的目地及意义

1.3研究方法与论文结构

1.3.1研究方法

1.3.2论文结构

1.3.3本文特色与创新

2 文献综述

2.1绿色消费的概念界定

2.2国外对绿色消费进行的研究

2.3 国内对绿色消费进行的研究

2.4国内对绿色消费已有研究的不足

3 数据与研究方法

3.1数据

3.1.1数据来源

3.1.2问卷设计

3.2研究方法

3.2.1研究假设

3.2.2变量说明

4 实证分析

4.1描述性说明

4.2计量结果说明

4.2.1绿色消费行为的性别差异

4.2.2绿色消费行为的年龄差异

4.2.3绿色消费行为的学历水平差异

4.2.4绿色消费行为的个人月收入水平差异

4.2.5家庭特征对绿色消费行为的影响

4.2.6主要影响因素分析

5 总结

5.1结论

5.2讨论

5.3建议

5.4本研究的局限

致谢

参考文献

附录A

1 引言

1.1研究背景

随着世界科学与技术的迅速发展,人类的消费结构在不断优化,消费层次不断提高,消费需求也在不断增长。但是伴随着经济发展,资源也在过度消耗、环境污染越来越严重、温室效应等各种环境生态问题层出不穷。Crunert的研究表明,地球环境质量下降的30%-40%是由人类家庭的过度消费活动引起的。因此解决环境与生态问题的关键就是要调整居民的消费结构,改变国人的消费方式,给消费者注入新的消费观念。在这一国际背景下,因为绿色消费顺应潮流,符合可持续发展的要求,所以逐渐发展起来。

1992年召开了地球高峰会议,在会议上正式提出了“永续发展”主题,自此实施绿色消费被看成是达成全球永续发展目标的重要工作。绿色是生命的原色,从人类为了生存栽培植物开始,绿色就代表了生命、健康、活力、对美好未来的追求,哪里有绿色,哪里就有生命。在这里,绿色不仅仅指绿颜色、指有生命的植物,而是指一种自然万物和谐共存的生态环境及其保护和维护、改善,依据“红色”禁止、“黄色”警告,“绿色”通行的惯例,以“绿色”表示合乎科学性、规范性、规律性,能保持永久通行无阻的概念。

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