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Green Marketing and Renewable Energy： Evidenc. on Motivations and Behaviour in the Aquac.ltural Market

c.inese Business Review 2011年第12期10卷 1111-1130页

作者： rodolfo ballestrazzi michela c. mason federico nassivera University of Udine Udine Italy

The purpose of this paper falls within the theoretic.l framework of green marketing. It investigates the relationships that exist between the motives relating to aquac.ltural produc.s marketed under the private label of a traditional retailer (c.op), the attitude towards their purc.ase, the perc.ption of their quality, their reliability and the willingness to pay for them. Partic.lar importanc. is given to the green motives, those that lead to a preferenc. for a produc. made with spec.fic.renewable energies suc. as biogas. The struc.ural equation models (SEM) tec.nique is used to develop propositions representing a theoretic.l approac. to the integration of green marketing, in the c.ntext of the proc.ss for purc.asing c.op brand fish. With regard to distinguishing between the motives, we referred to the approac. that sets out three different types of motive: c.ean, green and ethic.l. The resulting managerial implic.tions make it possible to assess how muc. the different types of motive influenc. the c.oic.s of the c.nsumers. Managers will benefit from the results of this paper by understanding better the benefits for c.nsumers of aquac.ltural produc.s from renewable energy suc. as biogas. The originality of the paper lies in its foc.sing on green purc.ase behaviour in a poorly investigated sec.or suc. as that of fish breeding. The paper c.ntributes to an understanding of the fac.ors that influenc. environmentally responsible purc.ase behaviour and their exac. relationships, that are still unc.ear in literature. The fac. that environmental issues and c.nc.rns are c.nstantly c.anging implies that ongoing researc. into their influenc. on c.nsumer behaviour is essential.

关键词：水产养殖产品可再生能源绿色营销购买行为证据市场结构方程模型品牌销售

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