英文摘要 |
Using the questionnaire survey for household environmental electrical appliances products and structural equation model analysis method, empirical study is used the change of consumer values influence consumer behavior to low carbon products. It is found that the change from equity to responsible consumption values, from passive peers to actively participated consumption values have a positive impact for consumer to purchase and propagation behavior for low carbon products. But the impact paths are difference. The change from equity to responsible consumption values mainly influence consumer behavior through low carbon product perceived value, the change from passive peers to actively participated consumption values influence consumer behavior only by consumers trust relationship to the enterprise. Therefore, in order to promote low carbon consumption and building low carbon consumption pattern, low carbon product perceived value and customer trust relationship to the enterprise should play incentive function from the source to promote consumer values change. |