对绿色消费者生活方式特征的研究

绿色消费热的兴起使得国外众多学者开始关注绿色营销,尤其是上世纪90年代的前半期,众多文献对绿色营销涉及的各方面进行深入了研究。国外许多研究证明人口统计特征难以作为绿色消费者的市场细分变量。本文试图从生活方式方面进行探索,以获得对中国绿色消费者的一些认识,帮助中国营销者更好地进行绿色营销沟通。本文首先对有关绿色营销、绿色消费者和生活方式等的文献进行回顾,然后介绍了研究方法和数据分析,最后对结论及其意义和研究局限进行讨论。

A Study about Life Style Characteristics of Green Consumer

The surge of green consumption makes many researchers pay their attention to green marketing, especially in the early 1990s. Many papers proved it is difficult to make demographics characters as segmentation variables to green market. We conduct an exploratory study about green consumer in terms of Life Style, to gain the knowledge about Chinese green consumers and help Chinese marketers to do better green marketing communications. Firstly we review the literatures about green marketing, green consumer and Life Style. Then we introduce the research method and data analysis. At last we discuss the conclusion, implication and limitation.