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THE ROLE OF CULTURAL VALUES IN GREEN PURCHASING BEHAVIOUR: EMPIRICAL EVIDENCE FROM CHINESE CONSUMERS
Siyu Gong,Guanghua Sheng,Fang Xie 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Environmental issues, especially water and air pollution, are harmful results from an overconsumption of fossil fuels as well as various industrial sewage water discharge. Nowadays, environment friendly purchasing behaviour of consumers has been regarded as an effective method for alleviating environmental problems. Due to concerns about the natural environment, consumers show favourable attitude towards environment friendly products, and as a result, are more likely to purchase green products. However, consumers’ green purchasing behaviour varies across nations and cultures. This study aims to reveal how the endorsement of cultural values influences the green purchasing behaviour of Chinese consumers. As consumers’ lifestyle is deeply rooted in culture values, this study examines the mediating effects of four different dimensions of lifestyle. Meanwhile, environmental knowledge is considered as a moderating variable in order to investigate the relationship between cultural values and green purchasing intention. Data is collected from Chinese consumers. Empirical results reveal that the Chinese cultural values (specifically, the Doctrine of the Mean) is positively associated with green purchasing intention, while leadership and development consciousness play mediating roles. The moderating effects of environmental knowledge are found in the influence of leadership as well as development consciousness on green purchasing intention. The findings of this study have academic contributions and practical implications. Manufacturers and retailers can effectively adapt marketing strategies to cultural peculiarities to increase profitability and competitiveness.
Chang Ji,Guanghua Sheng,Siyu Che 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Green product experience has become an important marketing strategy for corporations to tap potential green consumers. Based on the theory of planned behavior, this article explores the influence of attitude, subjective norm, and perceived behavioral control on consumers’ green purchasing intentions from the perspective of green product experience with consumers in China, Japan, and Korea as the research objects. Our findings suggest that green product experience of consumers in the three countries can directly affect consumers' green purchasing intentions. Green product experience has an indirect influence on consumers’ green purchasing intention through the mediating effect of attitude, subjective norm and perceived behavioral control. The multiple group comparison shows the external validity of TPB through an examination of green purchasing behavior in different cultural settings, which will help enterprises implement effective experience marketing strategies.
Siyu Che,Guanghua Sheng,Chang Ji 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The economic harm and survival fear caused by environmental conflicts are most likely to become the psychological lever to drive individuals to adopt environmentally friendly behaviours. From the perspective of environmental conflict, this paper will explore the transmission mechanism of environmental conflict on individuals’ pro-environmental behaviour through three experiments.