發(fā)布時間：2018-03-25 04:16

  本文選題：碳標(biāo)簽　切入點：低碳消費　出處：《北京外國語大學(xué)》2017年碩士論文

【摘要】：人類歷史進(jìn)程源遠(yuǎn)流長,在改造和利用大自然的過程中取得了 "豐功偉績"。伴隨著社會的進(jìn)步,全球氣候變暖等潛在風(fēng)險逐漸浮出水面。為了人類的持續(xù)發(fā)展以及應(yīng)對國際貿(mào)易碳壁壘,各國紛紛采取碳標(biāo)簽措施,中國在碳標(biāo)簽領(lǐng)域也開始逐漸發(fā)力。但是,單單依靠法律框架以及政府對生產(chǎn)者的約束還遠(yuǎn)遠(yuǎn)不夠。減排治理不應(yīng)忽視產(chǎn)業(yè)鏈的關(guān)鍵一環(huán)—消費者,應(yīng)推動消費者行使自己的"選票"功能,"倒逼"企業(yè)不斷研發(fā)低碳環(huán)保技術(shù)、生產(chǎn)低碳環(huán)保產(chǎn)品從而達(dá)到減少碳排放的目標(biāo)。在消費者群體中,青年消費者在認(rèn)知水平、教育背景、接受能力以及消費能力成長性等方面具有諸多優(yōu)良特性。碳標(biāo)簽在我國尚未廣泛推廣,概念相對新穎,因此,選擇青年消費群體為研究對象,更具現(xiàn)實意義。本文回顧了國內(nèi)外碳標(biāo)簽領(lǐng)域的研究現(xiàn)狀,并重點梳理了關(guān)于碳標(biāo)簽認(rèn)知、碳標(biāo)簽設(shè)計以及消費者購買意愿影響因素等領(lǐng)域的文獻(xiàn),結(jié)合ABC態(tài)度模型、合理行為理論、計劃行為理論、價值-信念-規(guī)范理論及態(tài)度-行為-情境理論等建立碳標(biāo)簽產(chǎn)品購買意愿影響因素模型;通過設(shè)計調(diào)查問卷,收集數(shù)據(jù)并運用結(jié)構(gòu)方程模型等實證分析方法研究不同的碳標(biāo)簽設(shè)計方式、碳標(biāo)簽認(rèn)知度、碳標(biāo)簽信任度、參考群體、消費態(tài)度以及人口統(tǒng)計因素等消費意愿影響因素;最終,對本文結(jié)論進(jìn)行總結(jié)分析,并針對研究結(jié)果對如何引導(dǎo)青年消費者關(guān)注碳標(biāo)簽、如何推廣低碳消費提出政策建議。本文主要研究結(jié)論是:作為最具成長性的消費群體,大部分青年消費者對碳標(biāo)簽及其相關(guān)制度并不了解;其次,碳標(biāo)簽設(shè)計方式、購買態(tài)度、參考群體、婚姻狀態(tài)、收入水平等均對低碳消費意愿產(chǎn)生顯著影響;碳標(biāo)簽認(rèn)知度、信任度以及學(xué)歷層次、性別等對低碳消費意愿的影響并不顯著;碳標(biāo)簽認(rèn)知度以購買態(tài)度為中介,對碳標(biāo)簽產(chǎn)品購買意愿產(chǎn)生顯著影響。本文的創(chuàng)新點在于,將碳標(biāo)簽設(shè)計因素加入到碳標(biāo)簽產(chǎn)品購買意愿模型中,分析何種碳標(biāo)簽更能有效引導(dǎo)消費者,并針對研究結(jié)論為我國碳標(biāo)簽設(shè)計提出相關(guān)建議。本文的研究不足:首先,碳標(biāo)簽概念相對新穎,消費者大多不具有相關(guān)消費經(jīng)驗,測量結(jié)果存在一定誤差不可避免,后續(xù)研究應(yīng)將調(diào)查問卷與實驗法相結(jié)合,模擬真實的購物環(huán)境,更加直觀的測度消費者對碳標(biāo)簽產(chǎn)品的購買意愿;其次,運用調(diào)查問卷方式獲取數(shù)據(jù),在樣本代表性方面具有局限性;再者,碳標(biāo)簽產(chǎn)品形形色色,購買意愿影響因素多種多樣,價格、價值觀、環(huán)境知識等因素有待后續(xù)研究;最后,購買意愿并不代表真正的消費行為,因此,有必要探究購買意愿與消費行為之間的關(guān)系。
[Abstract]:The history of mankind goes back to ancient times and has made great achievements in the process of transforming and utilizing nature. The potential risks of global warming are surfacing. For the sake of sustainable human development and dealing with the carbon barriers to international trade, countries have adopted carbon labelling measures, and China has gradually begun to exert efforts in the field of carbon labelling. It is not enough to rely solely on the legal framework and government constraints on producers. The governance of emission reductions should not ignore consumers, a key link in the industrial chain. Consumers should be promoted to exercise their "vote" function, and enterprises should be "forced" to develop low-carbon environmental protection technologies and produce low-carbon environmentally friendly products so as to achieve the goal of reducing carbon emissions. In the consumer community, young consumers are at a level of awareness. Education background, acceptability and growth of consumption ability have many excellent characteristics. Carbon label has not been widely popularized in our country, and the concept is relatively new. Therefore, the young consumer group is chosen as the research object. This paper reviews the current situation of carbon labelling research at home and abroad, and focuses on combing the literature on carbon labelling cognition, carbon labelling design and influencing factors of consumers' willingness to buy, combined with ABC attitude model. Rational behavior theory, planning behavior theory, value-belief-norm theory and attitude-behavior-situation theory are used to establish the influencing factors model of carbon label product purchase intention, and the questionnaire is designed. Collecting data and using empirical analysis methods such as structural equation model to study different carbon label design methods, carbon label recognition, carbon label trust, reference group, consumer attitude and demographic factors. The conclusion of this paper is summarized and analyzed, and the policy recommendations on how to guide young consumers to pay attention to carbon labelling and how to promote low carbon consumption are put forward. The main conclusions of this paper are as follows: as the most growing consumer group, Most young consumers do not know about carbon labelling and its related systems; secondly, carbon labelling design, purchase attitude, reference groups, marital status, income level and so on all have a significant impact on low carbon consumption willingness. The influence of trust, educational level and gender on low carbon consumption willingness is not significant. Carbon label recognition, mediated by purchasing attitude, has a significant impact on carbon label product purchase intention. The carbon label design factor is added to the carbon label product purchase intention model to analyze which carbon label is more effective to guide the consumer, and to put forward the relevant suggestion for our country carbon label design according to the research conclusion. The concept of carbon label is relatively novel, most consumers do not have relevant consumption experience, there are certain errors in the measurement results. The follow-up research should combine the questionnaire with the experimental method to simulate the real shopping environment. A more intuitive measure of consumers' willingness to buy carbon label products; secondly, the use of questionnaires to obtain data, in terms of sample representativeness has limitations; moreover, carbon label products of all kinds, There are many factors affecting purchase intention, such as price, values, environmental knowledge and so on. Finally, purchase intention does not represent real consumption behavior. Therefore, it is necessary to explore the relationship between purchase intention and consumption behavior.
【學(xué)位授予單位】：北京外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;C912.6;C913.5

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