Biswas Aindrila
Government General Degree College, Mejia, Bankura, 722143, India.
Environ Sci Pollut Res Int. 2017 Mar;24(8):7714-7725. doi: 10.1007/s11356-016-8355-9. Epub 2017 Jan 26.
Recent studies on consumption behavior have depicted environmental apprehension resulting from across wide consumer segments. However, this has not been widely reflected upon the growth in the market shares for green or environment-friendly products mostly because gaps exist between consumers' expectations and perceptions for those products. Previous studies have highlighted the impact of perceived value on potential demand, consumer satisfaction and behavioral intentions. The necessity to understand the effects of gaps in expected and perceived values on consumers' behavioral intention and potential demand for green products cannot be undermined as it shapes the consumers' inclination to repeated purchase and consumption and thus foster potential market demand. Pertaining to this reason, the study aims to adopt a consumption value-gap model based on the theory of consumption values to assess their impact on sustainable consumption behavior and market demand of green products. Consumption value refers to the level of fulfillment of consumer needs by assessment of net utility derived after effective comparison between the benefits (financial or emotional) and the gives (money, time, or energy). The larger the gaps the higher will be the adversarial impact on behavioral intentions. A structural equation modeling was applied to assess data collected through questionnaire survey. The results indicate that functional value-gap and environmental value-gap has the most adversarial impact on sustainable consumption behavior and market demand for green products.
近期关于消费行为的研究表明，广泛的消费群体都存在环境忧虑。然而，这一点在绿色或环保产品市场份额的增长中并未得到广泛体现，主要是因为消费者对这些产品的期望与认知之间存在差距。先前的研究强调了感知价值对潜在需求、消费者满意度和行为意图的影响。理解预期价值与感知价值之间的差距对消费者购买绿色产品的行为意图和潜在需求的影响至关重要，因为它塑造了消费者重复购买和消费的倾向，从而促进潜在市场需求。基于此，本研究旨在采用基于消费价值理论的消费价值差距模型，评估其对绿色产品可持续消费行为和市场需求的影响。消费价值是指通过有效比较收益（经济或情感方面）与付出（金钱、时间或精力）后得出的净效用评估，以衡量消费者需求的满足程度。差距越大，对行为意图的不利影响就越大。本研究运用结构方程模型对通过问卷调查收集的数据进行评估。结果表明，功能价值差距和环境价值差距对绿色产品的可持续消费行为和市场需求具有最大的不利影响。
