摘要
随着可持续消费理念的形成和传播,消费者在消费过程中,越来越多关注消费伦理问题。由此产生“说一套、做一套”,即消费意愿和实际购买行为不一致的情况。本研究通过梳理消费者“意愿–行为”差距研究的相关成果,探究现有研究认为其主要可能的影响因素,并对最新研究可能涉及的理论解释进行梳理。
With the formation and dissemination of the concept of sustainable consumption, consumers are paying more and more attention to consumer ethics in the process of consumption. This leads to “speaking a set and making a set”, that is, the situation in which the willingness to consume is in-consistent with the actual purchase behavior. This study combs the relevant results of the con-sumer’s “willing-behavior” gap research, explores the main possible influencing factors of the ex-isting research, and sorts out the theoretical explanations that may be involved in the latest re-search.
出处
《现代市场营销》
2018年第4期37-44,共8页
Modern Marketing
