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Author Topic: 走向綠色的隱藏價值  (Read 2023 times)

問感

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on: September 20, 2018, 02:34:03 AM
隨著越來越多的人開始意識到環保的重要性,越來越多的人支持綠色產品和服務。綠色酒店在旅行者中越來越受歡迎的旅遊業也是如此。熱衷於保護環境的旅客將願意尋找環保型酒店。

我們很少質疑他人或我們自己支持綠色生活的動機。我們認為我們是出於好的事業而做的 - 保護環境。然而,Lisa Wan教授最近進行的一項研究深入研究,發現面部問題與我們對綠色酒店的看法有關。

“面對關注是我們在別人面前對社會形象的看法。我們的研究旨在將酒店綠色消費擴展到個人價值領域,“萬教授,酒店與旅遊管理學院助理教授,香港中文大學商學院酒店與房地產研究中心主任說。

研究

該研究邀請了中國大陸在線服裝購物社區的200名女性成員參加。要求參與者填寫關於他們對綠色酒店品牌的意見,感知質量和購買行為的調查問卷。

他們都被要求回答以下三個項目,以7分制衡量他們對綠色酒店品牌的看法(1 =非常差; 7 =非常好):

    我認為綠色酒店品牌的質量是......
    我認為涉及節能的酒店的質量是......
    我認為具有無害環境做法的酒店的質量是......

與此同時,他們被要求評估六個衡量他們面部問題的陳述:

    我關心別人的讚美和批評
    我關心別人對我的態度
    我討厭被輕視
    如果其他人對我不禮貌,我會非常生氣
    如果我受到尊重,我將非常高興
    如果我在公開場合受到批評,我會非常沮喪

在購買意向方面,他們被問到兩個問題:“你是否同意在常規酒店選擇綠色酒店?”; “你是否同意你想向普通酒店推荐一家綠色酒店給你的親戚或朋友?”,並按比例給他們評分(1 =非常不同意; 7 =非常同意)。

    “具有較高社會地位的人被社會標準較高的人評價,因此他們更需要在不同的場合保持面子。” - Lisa Wan教授

調查結果

正如預測的那樣,結果發現了人們對綠色酒店品牌的感知質量和購買意願的影響。具體而言,面對關注可以提高對綠色酒店品牌的感知質量,並對消費者的購買意圖產生積極影響。

“我們的研究結果表明,面對關注可以在感知質量和購買意願方面調節顧客對綠色酒店品牌的看法,”萬教授說。 “面對的關注度越高,綠色酒店品牌的積極影響就越大。”

研究顯示,更有趣的是,一個人的社會地位會影響他或她對面子關注的需求。

“具有較高社會地位的人被社會標準較高的其他人評價,因此他們更需要在不同場合保持自己的面孔,”她說。

相關文章

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意義

因此,萬教授建議營銷人員可以利用面子關注與綠色品牌消費之間的聯繫。

“例如,酒店管理人員可以加大力度,向面臨更高關注度的旅行者推廣他們的綠色計劃,他們通常擁有更高的收入和社會地位,”她說。

鑑於亞洲消費者一般比西方人更關注面子,萬教授補充說,綠色品牌推廣計劃的推廣在亞洲市場應該更加突出。

“市場營銷人員可以在他們的信息中戰略性地強調面部增強與綠色品牌之間的關係,例如,有以下信息:'自豪地成為綠色倡議的支持者'!

鑑於面部關注在公眾場合比在私人環境中更為明顯,她建議“未來的研究還可以探索公共消費變量和私人消費變量,這可能會緩解消費者對綠色品牌的反應所面臨的積極影響。”



 

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