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基于扎根理论建构了可追溯生态标签消费者反应模型，旨在弥补学界对于可追溯生态标签属性研究的缺失，初步探讨消费者的反应影响因素。通过一对一线上深度访谈，共收集了来自不同国家的25名消费者的访谈资料，结果显示可追溯生态标签可分为7种属性，包括吸睛性、创新性、规制性、多样性、补偿性、实用性和安全性。研究发现，这些属性能够显著影响消费者的个人认知，包括集体意识和价值需求，进而影响他们对品牌价值的态度和消费意愿。此外，研究还强调了总体风险感知在消费者个人认知与反应之间的调节作用，为品牌在发布可追溯生态标签时提供理论指导和实践建议。
Abstract：This study is based on grounded theory and constructs a traceable ecological label consumer response model, aiming to make up for the lack of research on traceable ecological label attributes in academia and explore the influencing factors of consumer response. The study collected interview data from 25 consumers from different countries through one-on-one online in-depth interviews. The results showed that traceable ecological labels can be divided into 7 attributes, including eye-catching, innovative, regulatory, diverse, compensatory, practical, and safe. Research has found that these attributes can significantly affect consumers' personal cognition, including collective consciousness and value needs, thereby influencing their attitudes towards brand value and willingness to consume. In addition, the study emphasizes the moderating effect of overall risk perception on consumers' personal cognition and response, providing theoretical guidance and practical recommendations for brands when issuing traceable ecological labels.
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基本信息:
DOI：
中图分类号:X24;F713.55
引用信息:
[1]刘佳,贺庚龙,祝恩宇.可追溯生态标签属性对消费者反应影响研究——基于扎根理论视角[J].山东工商学院学报,2025,39(05):28-41.
基金信息:
山东省社会科学规划研究项目“新时代中国对外传播话语模式创新研究”(22CXWJ03); 山东大学研究生教育教学改革项目“智媒时代下的创新创业课程建设与平台搭建”(XYJG2023052)