Differences In Perceived Value Of Green Consumption Among Consumers With Different "Attitude Behavior Gaps"

Consuming behavior of green food,which is a kind of special environmental protection behavior,has been given a lot of attention by environmental protecting scholars and marketing experts.In the research on green attitude and behavior,Most scholars try to explore the attidude and behavior of consumers and the factors of influence in behavior,or they focus on the external factors,pay attention to the internal factors of consumers.However,even though people have developed the attidude of green consumption,it is not sure that it can be transformed into actual action in green consumption behavior.The gap,which is between the attitude of green consumption and the actual consumption behavior,named "attitude behavior" gap of green consumption.How to repair the gap of attitude in green consumption is the basical way to enhance the behavior of consumer's green consumption.This study,which is different from previous theoretical research,discusses the influence of perceived value for behavior in green consumption,the object is people who are of high attitude,high behavior and high attitude but low behavior with empirical research.And then discovers the demand of different people for the value of green food.This study includes the following aspects:Firstly,to provide theoretical support for this paper,here collects the related research literatures on green consumption and focuses on summarizing the results of previous research on the gap of attitude and behavior in green consumption.Secondly,to determine the measurement scale and put forward the hypothesis based on related theories.This paper combines the theoretical models of previous scholars and perceived value models of behavior gap in green consumption.Thirdly,this paper collects 150 preliminary questionnaires to develop item analysis,reliability and validity analysis,so as to determine the formal and final questionnaire.Lastly,this paper makes data analysis,which includes the analysis of description,reliability and validity analysis,correlation analysis and regression analysis from 452 final questionnaires.And finally make clear the influence of green consumption behavior with the differences between perceived value of each gap and the perceived value of high attitude and high behavior,high attitude but low behavior in consumption.Here is the conclusions: In overall sample,emotional value promotes the behavior of green consumers.There is higher perceived value in people who is of high attitude and high behavior,and they pay much attention to the functional value and emotional value of green food.Improving the functional value promotes consumers who is of high attitude but low behavior,high attitude and high behavior to purchase green food.According to the results and some problems found in this research,this paper offers some suggestions here.It is necessary for enterprises to enhance perceived value of green food,especially in the functional value,extend the publicity of green food,especially the emotional publicity and reduce the cost of green food.