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首页> 外文会议>AMA Summer Educators Conference >STRONGER ENVIRONMENTAL NORMS INCREASE 'GREEN' BUYING INTENTIONS BUT NOT BEHAVIOR: IMPLICATIONS FOR ADVERTISERS
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STRONGER ENVIRONMENTAL NORMS INCREASE 'GREEN' BUYING INTENTIONS BUT NOT BEHAVIOR: IMPLICATIONS FOR ADVERTISERS

机译：更强大的环境规范增加“绿色”购买意图，但不是行为：对广告商的影响

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摘要

Growth in the market for "green" or environmentally friendly (EF) offerings has been slower than expected, as green attitudes and intentions have not been a good predictor of purchase behavior. The most common explanations for this gap between attitudes and behavior concern the perceived quality of EF produced goods and the higher price that these products usually entail (Bazoche, Deola, and Soler 2008; Loureiro 2003). Another reason for this gap could be due to the way the "green" movement has been marketed.
机译：“绿色”或环境友好（EF）产品市场的增长比预期慢，因为绿色态度和意图尚未成为购买行为的良好预测因素。对态度和行为之间这种差距的最常见解释涉及EF生产的商品的素质和这些产品通常需要的更高的价格（Bazoche，Deola和Solder 2008; Loureiro 2003）。这种差距的另一个原因可能是由于“绿色”运动已销售的方式。

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