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论文编号：	7623
作者编号：	2120132480
上传时间：	2015/6/18 23:11:58
中文题目：	绿色产品的认知层次与产品溢价研究
英文题目：	Cognitive level of green food and Green Food Premium
指导老师：	李建标
中文关键字：	环境态度；认知层次；产品溢价；实验
英文关键字：	Environmental attitude; Cognitive level; product premium; Experiment
中文摘要：	人们会为绿色产品支付更高的价格吗？如果人们对绿色概念的认知程度推动他们付出更高的价格购买绿色产品，那么，这说明存在绿色产品溢价现象。影响产品溢价的因素有哪些？人口统计学变量、环境态度和绿色产品知识是不是真对产品溢价有影响？通过品尝、讲解所获得后验认知对产品溢价有没有影响？后验认知对产品溢价的影响是否又受到产品本身属性的影响？ 本文在实验室的环境下运用条件估价法（Contingent Valuation Model，CVM），以普通产品和绿色产品为估值标的，让被试在不同的认知层次下分别估算出普通产品与绿色产品的价值，通过比对这些报价，探索认知层次对于产品溢价的影响。我们把认知层次分为先验认知和后验认知，把被试的环境态度以及绿色产品知识作为先验认知，把品尝和讲解后形成的认知作为后验认知。测算先验认知时，我们利用已有的大学生环境态度量表对被试的环境态度做出评估；另外，在绿色产品知识题库中摘选出相应的题目，制作成绿色产品知识测试题，通过被试的得分情况了解他们对于绿色产品知识的掌握程度。后验认知则是通过品尝讲解等渠道来获得。 对非绿色产品基准实验和绿色产品对照实验的报价研究发现：绿色产品存在着较高的溢价，而且受到个体认知层次的影响，随着对绿色概念深入了解，溢价也在不断升高，但对于普通产品来说，虽然认知层次对报价存在影响但影响并不显著，而且这种影响还是负向的，这说明认知层次对于价格的影响受到产品属性的作用，不同的产品的价格受到认知层次的影响不同。 对环境态度、绿色产品知识、人口统计学变量与绿色产品溢价的研究发现：首先，环境态度对于绿色产品溢价的影响并不显著；其次，绿色产品知识对于绿色产品溢价的影响受到认知程度的调节，当只是通过简单观察所得出来的报价与绿色产品知识并不存在显性相关，可是当被试通过品尝和实验主持人向他们介绍绿色概念后，所得出的报价与绿色产品知识存在显著的相关性。因此可以认为，绿色产品知识在认知的调节下对溢价有较大影响；最后，人口统计变量中，除了家庭月均收入和个人月均支出对于产品溢价有一些显著影响外，其他的变量包括学历、户籍、性别、血型、年龄对于产品溢价并无明显的差异。 论文的创新之处在于：一、用实验的方法验证了绿色产品溢价的存在，分离了认知层次对于产品溢价的影响；探索了后验认知对产品溢价的作用。二、发现认知层次对于产品溢价的影响随着产品属性的改变而改变。
英文摘要：	People will pay a higher price for green products? If the perception of green concept to promote them to pay a higher price to buy green products, so, this shows that there is a premium phenomenon of green products. What are the factors that affect the premium? Demographic variables and environmental attitudes and knowledge of green product is not really for premium products have effect? Through tasting, explain the posterior cognition has no effect on the premium? Posterior influence perception of premium products, whether influenced by the properties of the product itself? In the thesis, using the contingent valuation method (Contingent Valuation Model, CVM), with normal product and green product as valuation standard, let the participants under different cognitive levels were estimated with ordinary product green product value, by comparing the quotation, explore the impact of cognitive level for premium products. We put the cognitive level is divided into the green knowledge and posterior knowledge, the subjects of environmental attitudes and knowledge of green products as a priori knowledge, the formation of taste and explain the cognitive as posterior cognition. Calculation of green knowledge, we use the students' environmental attitude scale of subjects to assess the environmental attitude; in addition, the green product knowledge questions in the selected corresponding topics, making green product knowledge test scores, the subjects about their knowledge of green product knowledge. Posterior cognition is subjects through tasting after the explanation of price deviation. Research on green price benchmarks and green control experimental findings: green cucumber had a higher premium, but also by the influence of individual cognitive level, with the in-depth understanding of the concept of green, premiums are rising, but for ordinary product, while the cognitive level of price effect but the effect is not significant, but the impact is negative, indicating that the cognitive level by the product attribute of the impact on prices, prices of different products are affected by different levels of cognition. Research on green product knowledge, environmental attitude, demographic variables and green product premium found: first, environmental attitudes influence on green product premium is not significant; again, the impact of green product knowledge for green product premium is regulated by the cognition degree, when there is no explicit correlation only by simple observation of the quotation and green product knowledge, but when the participants through the taste and the host to introduce them to the concept of green, there is a significant correlation between the offer and the green product knowledge. Therefore, the green product knowledge has a great effect on the premium in the regulation of cognition; finally, demographic variables, in addition to the average monthly household income and personal average monthly expenditure of some significant effects for premium products, other variables including gender, education, household, blood type, age for premium products have no obvious difference. The innovation of this paper is:1，experimental method to verify the green products of premium, the effect of cognitive level for the separation of premium products; to explore the role of cognitive posteriori premium products. 2, found that the influence of cognitive level for premium products vary with the change of product attributes.
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