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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.
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.