The Role of Marketing Communication for Consumen's Ecological Behavior

营销传播对消费者生态行为的作用

基本信息

批准号：
13630119
负责人：
NISHIO Chizuru
金额：
$ 1.66万
依托单位：
University of Tsukuba
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (C)
财政年份：
2001
资助国家：
日本
起止时间：
2001 至 2003
项目状态：
已结题

项目摘要

In recent years, environmental and waste management systems have become a key concern of the government, the general public, and industries. People seem to be sensitive to environmental issues. However, their images of associations with environmental problems and ecological behaviors vary widely among consumers. The factors that promote or hinder ecological behavior also differ from consumer to consumer and from behavior to behavior. The purpose of this study is to identify key factors affecting each ecological behavior and propose a theoretical framework of ecological communication. Based on previous research, we proposed the integrated ecological behavior model, and analyzed the mechanism of consumer's ecological behavior. This model was tested using Japanese household recycling and reducing waste data. The results suggested that this model fits the data well and confirms the hypothesized causal relationships. Consumer's ecological behavior is determined by ecological involvement, perceived cost and benefit, accessibility of a recycling program, and subjective norm. Especially, ecological involvement that is possible to enjoy an environmentally friendly lifestyle through the creation of a strong relationship between individual values and pro-environmental attitude, has the most important accelerative factor of ecological behavior. The research also showed media publicity greatly influences the ecological involvement. Our integrated model should help researchers to better understand the complex structure of consumer waste reduction behavior. It will be expected that the model has significant potential to explain the structure of the other ecological behavior such as choice of environmentally friendly products, energy conservation, et al. Based on these findings, we proposed a theoretical framework of ecological communication for Japanese companies

近年来，环境和废物管理系统已成为政府，公众和行业的关键问题。人们似乎对环境问题很敏感。但是，他们与环境问题和生态行为的关联形象在消费者中差异很大。促进或阻碍生态行为的因素在消费者到消费者以及行为之间也有所不同。这项研究的目的是确定影响每种生态行为的关键因素，并提出生态交流的理论框架。基于先前的研究，我们提出了综合生态行为模型，并分析了消费者生态行为的机制。使用日本家庭回收和减少废物数据测试了该模型。结果表明，该模型非常适合数据，并确认了假设的因果关系。消费者的生态行为取决于生态参与，感知的成本和收益，回收计划的可访问性以及主观规范。尤其是，通过建立个人价值观和亲环境态度之间建立牢固的关系，可以享受环境友好的生活方式的生态参与，具有生态行为的最重要的加速因素。该研究还表明，媒体宣传极大地影响了生态参与。我们的综合模型应帮助研究人员更好地了解消费者减少消费行为的复杂结构。可以预期，该模型具有解释其他生态行为的结构，例如选择环保产品，能源保护等。根据这些发现，我们为日本公司提出了一个生态传播的理论框架