【摘要】 绿色产品购买是缓解资源环境压力、推动社会经济可持续发展的现实需要。现有研究更多是从绿色产品的环保属性出发,探讨如何促进消费者对绿色产品的购买,忽略了消费者对绿色产品基本属性偏好的研究。文中选取产品价格、产品种类、产品品牌和绿色程度四类影响消费者绿色购买的产品属性因素,运用联合分析法定量评估了消费者对绿色产品不同属性的偏好。研究结果表明:消费者最关注的绿色产品属性是产品价格,其次为产品种类和产品品牌,对绿色程度的偏好较低;消费者最优偏好的绿色产品属性水平组合是食品类、完全绿色、知名品牌、溢价20%的绿色产品。更多还原

【Abstract】 The purchase of green products is a realistic need to alleviate the pressure on resources and promote the sustainable development of social economy. The existing researches are to explore how to promote the purchase of green products more from the unique environmental attributes of green products, and ignoring consumers’ preference for the basic attributes of green products. In this study, four categories of product attributes, such as product type, green degree, product brand and product price, were used to quantitatively evaluate the preferences for different attributes of green products in green product purchasing decision-making process. Based on the survey data of 662 consumers, the joint analysis results show that consumers pay most attention to the price of green products, followed by product type and product brand, and have a lower preference for green degree; The attributes of green products that the consumers mostly prefer are food, completely green, commonly used brand, and 20% of premium of green products.更多还原