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The Effect Of Shopping Mall Environment Setting On Environmental Consumption:the Role Of Restorative Environment And Prices

Posted on:2020-10-26Degree:MasterType:Thesis
Country:ChinaCandidate:T RenFull Text:PDF
GTID:2415330602452665Subject:Applied Psychology
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With the problems of environmental degradation have become increasingly prominent,people need to face the environmental impact of various products used in daily life.Finding an effective way to promote environmentally-friendly consumption is one of the major problems facing at present.Previous studies have found that the restorative environment has a certain impact on ecological behavior.The restorative experience has many positive effects on people's cognition,physiology and emotions,while the landscape setting in shopping malls also affects people's consumption behavior.And studies have found that the efFects of a restorative environment can last for at least thirty minutes.Therefore,starting with a restorative environment setting may be a good starting point for exploring ways to promote environmental friendly consumption.The research focuses on the impact of the restorative environment of the shopping mall on environmental-friendly consumption,and divides restorative environment settings in the mall into two categories:the overall environment setting of the shopping mall and the environmental setting of the specific consumption area.Generally speaking,the price of environmentally friendly products is higher than that of ordinary products.In addition,the price is added to the research.The price of environmental friendly and non-environmental products was presented separately or at the same time,to explore how the price affects the environmentally friendly consumer behavior,as well as the interactive effects of the mall's environmental settings and prices.The study explored the impact of the resurrection environment of the mall on environmentally friendly consumption through two parts of seven sub-experiments:The pre-experiment scored the conformity of the three types of shopping mall environmental settings as the "vegetation area","seat area,and "commercial area",and screened by the average of the scores and the standard deviation for the three types of shopping malls.In the picture,the three shopping mall environment pictures with high,medium and low proportions of the restorative environment,which were selected as the experimental materials for the subsequent formal experiments.Study 1 explored the impact of the overall restorative environment setting and price of the products on the environmental consumption of the test through Experiment 1,Experiment 2 and Experiment 3.Study 2 explored the recovery of the specific consumption area of the mall through Experiment 4,Experiment 5 and Experiment 6.Experiment 1 firstly explored the impact of the overall restorative environment setting of the shopping mall on environmental protection consumption.By comparing the degree of willingness of the participants to purchase environmentally friendly products and ordinary products in shopping malls setting up in different environments.The research results show that the main effect of the environmental setting and the environmental-friendly label is significant,compared with the "seat area" and the"commercial area",when the environment of the shopping mall provided to the participants is a "vegetation area" with more overall vegetation,the consumption intention of the participants is significantly improved.The willingness to consume products of eco-labels has also increased significantly.In the second experiment,the price factor was added to explore the impact of the overall environmental setting and price on the environmental protection consumption of the shopping mall.In the three types of shopping mall environment,the environmental protection products with the Chinese environmental label and the unlabeled ordinary products were successively given to the participants.And each product is accompanied by three price tags:high,medium and low.At this time,the difference in purchase intention of the participants is analyzed.The result showed that the interaction between the environmental label and the price is significant,that 15,the subjects have different prices under the condition of environmental labeling.There was a significant difference in the willingness to purchase mineral water.The price and the overall environmental conditions of the shopping mall would affect the environmental consumption behavior of the participants.Experiment 3 explored the impact of the overall environment and price difference of the shopping mall on environmental protection consumption.In the three types of shopping mall environment,the participants are presented with environmentally friendly products and common products,and the price difference between the two products was high,medium and low.(The price of environmental friendly products was higher than that of ordinary products),the results showed that the interaction between environmental settings and environmental labeling,environmental settings and price difference,as well as environmental settings,environmental labeling,and price difference were significant,and environmental settings and price differences The interaction was significant under the conditions of environmental labeling,but not significant under the condition of no environmental labeling,and the price difference in the vegetation area was significant,and the results in the seating area and the commercial area were not significant,indicating that the overall situation of the mall was complex.The more environmental settings significantly affected the environmentally friendly consumption of the subjects.Experiment 4 firstly explored the impact of the rejuvenation environment setting of specific consumption areas in the shopping malls on environmental protection consumption.The following four types of picture stimulation were provided to the participants:the shelf area in the shopping mall has vegetation and environmental protection products,and the shelf area in the shopping mall,there was no vegetation and ordinary products placed.There were vegetation in the shelf area of the shopping mall and ordinary products placed.There was no vegetation in the shelf area of the shopping mall and environmentally friendly products are placed.Then,the difference in consumption intention of the subjects was compared.The results showed that the interaction between vegetation setting and environmental labeling was significant,but in the absence of environmental labeling,the participants had significant differences in the willingness to purchase products in different environmental settings.Experiment 5 explored the effect of the rejuvenation environment setting and price on the environmental consumption in the specific consumption area of-the shopping mall.The picture stimulus provided to the participants was based on the experiment 4 plus the price tag of each product,including high and medium.Low three price types.The results showed that the interaction between vegetation setting and environmental labeling was significant,and under the condition of no label,the participants had significant differences in the willingness to consume vegetation and no vegetation.Under the condition of labeling,the subjects had vegetation and no vegetation.The willingness to consume was not significant.Experiment 6 explored the impact of the healing environment setting and price difference of specific consumption areas in the shopping mall on environmentally friendly consumption.By providing the shelf area with vegetation and the shelf area without vegetation,the shelf presented a certain price difference.The difference between the price of environmentally friendly products and ordinary products was high,medium and low(the price of environmentally friendly products was higher than that of ordinary products),and the purchase intention of the subjects in different situations was compared.The results showed that the interaction between environmental label and price difference was significant,and under the condition of labeling,the different price difference between different water had a significant influence on the purchase intention of subjects.Under the condition of no label,the difference had no significant effect on the purchase intention of the participants;and in the case of high price difference,there were significant differences between the environmental label and the non-environmental label.In the case of low price difference,there were not obvious differences between environmental label and no environmental label.Combining the experimental results of a total of seven experiments in two studies,the following conclusions can be drawn:(1)The overall restorative environment setting of the shopping mall can significantly increase the willingness of the participants to consume;(2)The environmentally friendly nature of the product can significantly increase the willingness of the participants to consume;(3)When the price difference between environmental friendly products and ordinary products is middle or high,the participants are more concerned about the difference in environmental protection between the two products.When the price difference is low,the participants do not care whether the products are environmental friendly or not;(4)The overall restorative environment setting of the shopping mall can significantly improve the environmentally-friendly consumption of the participants.Under the setting environment of the specific consumption area of the shopping mall,the participants are more concerned about the price difference of common products;(5)When environmental friendly products and common products and their prices are presented at the same time,the environmental friendly consumption of the participants is significantly affected by the restorative environment of the mall.When environmental-friendly products and ordinary products and their prices are presented respectively,the impact is different in the overall environment and specific environment settings.
Keywords/Search Tags:Restorative environment, Environmental consumption, Consumption situation, Price difference, Empirical study
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