贵州财经大学学报

›› 2016 ›› Issue (01): 70-80.

• 绿色发展论坛 • 上一篇    下一篇

自我、绿色消费情境与消费者-绿色品牌关系建立

张启尧1, 孙习祥1, 才凌惠2   

  1. 1. 武汉理工大学 管理学院, 湖北 武汉 430070;
    2. 中南财经政法大学 经济学院, 湖北 武汉 430073
  • 收稿日期:2016-07-01 出版日期:2017-01-15 发布日期:2016-01-11
  • 作者简介:张启尧(1988-),男,湖北仙桃人,武汉理工大学管理学院博士研究生,研究方向为品牌管理;孙习祥(1967-),男,湖北仙桃人,武汉理工大学管理学院教授,博士生导师,研究方向为品牌管理;才凌惠(1990-),女,河北唐山人,中南财经政法大学经济学院博士研究生,研究方向为企业经济。
  • 基金资助:

    国家自然科学基金项目（71172042）；武汉理工大学自主创新研究基金项目（2012-IB-092）。

Self, Green Consumption Situation and Relationship Building between Consumers and Green Brands

ZHANG Qi-yao1, SUN Xi-xiang1, CAI Ling-hui2   

  1. 1. School of Management, Wuhan University of Technology, Wuhan, Hubei 430070, China;
    2. School of Economics, Zhongnan University of Economics and Law, Wuhan, Hubei 430073, China
  • Received:2016-07-01 Online:2017-01-15 Published:2016-01-11

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摘要： 构建以消费者自我、绿色消费情境为前因变量及绿色品牌依恋为结果变量的消费者-绿色品牌关系研究体系，利用探索性因子分析和验证性因子分析分别确定了消费者自我、绿色消费情境和绿色品牌依恋的测量量表。在传统相关性分析的基础上采用模糊集定性比较分析方法研究了导致绿色品牌依恋的消费者自我与绿色消费情境变量组合，发现消费者自我中的社会自我与理想自我是影响消费者-绿色品牌关系建立的必要条件，且消费者自我与绿色消费情境变量组合对消费者-绿色品牌关系建立的影响具有捆绑效应和互补效应。研究结论为我国绿色品牌关系管理提供了更为多样化和差异化的选择，丰富了绿色品牌关系管理理论体系。

关键词: 自我, 绿色消费情境, 消费者-绿色品牌关系, 模糊集定性比较分析

Abstract: The research system of the relationship between consumers and green brands is built based on the consumer self, green consumption situation and green brand attachment. The measurement scales of consumer self, green consumption situation and green brand attachment are confirmed by the exploratory factor analysis and confirmatory factor analysis. The variable combinations of consumer self and green consumption situation which led to green brand attachment are explored by the fuzzy-set qualitative comparative analysis based on the correlation analysis. The social self and ideal self of consumer self is found to be the essential requirement for the relationship building between consumers and green brands. And variable combinations of consumer self and green consumption situation have lock-in effects and complementary effects on the relationship building between consumers and green brands. The research results will offer different options to and enrich the theoretical system of green brand management.

Key words: self, green consumption situation, relationship between consumers and green brands, fuzzy-set qualitative comparative analysis

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