绿色认证对品牌信任和购买意愿的影响研究被引量：23

An Empirical Study of the Effect of Green Certification on Consumer Trust in Brands and Purchase Intention

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摘要绿色认证是政府或民间机构向企业证明其产品符合相关环境保护要求的手段。通过绿色认证的企业通常会把绿色证书或标志放在公司网站和产品包装的显著位置,目的是提高消费者对企业生产的产品和品牌的信任感,提高消费者的购买意愿。文章通过问卷调查,检验绿色标志对消费者品牌信任度和购买意愿的影响,分析了消费者价值观对这种影响的作用,提出结论和未来研究方向。 Green certifications are issued by governmental departments or the third part organizations to firms for their environment-friendly products. As a component of brand identity, green brand certifications can enhance the awareness of green brands and build consumer positive associations with green brands. By questionnaires, the paper verifies the effect of green certifications on consumer trust in brands and purchase intention, and also tests the correlation between consumers＇ values and the effect of green certifications. Finally, it puts forward the implications of the findings and the directions for future researches.

作者杨晓燕胡晓红

机构地区广东外语外贸大学国际工商管理学院

出处《国际经贸探索》 CSSCI 北大核心 2008年第12期66-70,共5页 International Economics and Trade Research

基金广东省普通高校人文社会科学"十一五"规划研究项目(06ZD63007) 广东外语外贸大学科研创新团队项目(GW2006-TB-001)

关键词绿色认证品牌信任购买意愿价值观 green certification trust in brands purchase intention value

分类号 F274 [经济管理—企业管理]

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参考文献6

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