Home Appliances Green Features' Willingness To Pay Its Related Factors In Empirical Research

Since the beginning of the new century, "green domestic electrical appliance" has been a hot conception in Chinese market. There are reasons to believe, that healthilization (to making product better for the users' health) and ecologilization (to make product more ecologically friendly) will be two trends of some consumer products, and they can also be some marketing tools for these products to gain competitive advantage. However, domestic study concerning these trends and tools is still in lack, especially studies based on methodology of survey and statistics. Author of this article tries to do some primary contribution against this lack, though he knows he is not qualified enough.This article tries to know consumers reaction to health attributes and ecological attributes of product. It tries to find out and check some variates connected to the reaction as well as to understand the connection. It also tries to do some comparison between its results and the results of foreign studies in the same or connected fields.Based on reading, market survey, and thinking, this article chose air conditioner as a representation of "green products" (products with health attributes, or ecological attributes, or both). Willingness to pay is chosen as dependent variate in this study, while the independent variates are some demographic variates and values (the reasons for this option are described in the article). This study will make a Chinese version of Rokeach Value Survey to measure the values of the subjects. With the use of this version of RVS, this article also hopes to contribute some against the lack of use of values and RVS in marketing studies in Mainland, China.This study created a pair of concepts, "general green factor" and "special green factor", as the foundation of the external validity of this study.Air conditioner is a trivial thing, but the author hope this article can show something big by trivial. The value for marketing is just a part of this article. The author hopes to offer social values as well.The results of this study show:1. people with high willingness to pay for health attributes make a high proportion of all people, while people with high willingness to pay for ecologically friendly attributes make only a small fragment. All the people who're willing to pay high price for ecologically friendly attributes are willing to pay high for health attributes2. some of the values show no difference among people. 6 factors were drawn from the varying values, with 1 value being independent value who does not lean to any factor3. middle-aged(at least 35 year old) and above people are more likely to pay for health attributes, and the same result applied to high educated people(who finished college or higher)4. there is difference of paying willingness for ecological attribute between generations(generation younger than 30 and the older generation), and the values connected to the activeness of thinking and thought show it ability to find out who're willing to pay more for ecological attributes...