从顾客对于环境的关注、对于绿色产品的态度、对于绿色购买行为的支持三个方面对绿色消费理念进行测量,并基于国内30个绿色品牌的288份有效问卷进行实证研究,结果表明:绿色品牌形象和绿色品牌价值均正向影响顾客的购买意愿,但是二者对品牌忠诚的影响不显著;绿色消费理念正向调节绿色品牌形象和绿色品牌价值与顾客购买意愿及顾客忠诚的关系.因此,企业要让产品具有绿色环保的属性,树立绿色的品牌形象;在产品中加入绿色环保要素,使产品具有实际的绿色品牌价值,让产品更加符合消费者保护环境的预期;全方位培育消费者的绿色消费理念,进而通过绿色转型不断提升企业绿色品牌的社会价值和经济价值.%The concept of green consumption is measured from such three aspects as customers' concern for the environment,attitude towards green products and support for green purchasing behavior. The author makes survey of 30 green brands in China,and conducts empirical research based on 288 effective questionnaires. The result shows:green brand image and green brand value positively affect customer purchasing intention but will not affect brand loyalty significantly;the concept of green consumption positively moderates the relationship of green brand image and green brand value Versus customer purchasing intention and brand loyalty. Therefore,the enterprises should,first,make the product have the attribute of environmental protection and set up the green brand image;second,they should add the environmental protection elements in the product,add actual green brand value to the product,and make the product more consistent with the expectation of the customer environment protection;and third,they should cultivate consumers'concept of green consumption,and improve the social value and economic value of enterprises'green brand through green transformation.
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