摘要
全面推进乡村振兴战略,必须以绿色发展为导向,实现生产生活方式的绿色转型。绿色农产品的营销与农民收入密切相关,在"互联网+"的推动下,营销突破传统模式,在线营销应运而生,生态绿色农产品在线营销备受关注。本文通过回顾相关文献,总结了绿色农产品的界定与标准、消费者在线购买绿色农产品的影响因素,并依据价值观─态度理论提出了绿色农产品在线营销策略的理论框架。基本结论如下:集体主义价值观、环保态度和食品安全观念是影响消费者购买绿色农产品行为的三种主要价值观念;人口统计学特征、经济收入、情境因素等是影响消费者在线购买绿色农产品态度行为的重要因素。最后,从质量安全保障、政策支持、平台技术支撑和社会心理等层面分析了大力推进绿色农产品在线营销的现实基础,并提出了其未来设计框架。
To comprehensively promote the rural revitalization strategy, we must be guided by green development and realize the green transformation of production and lifestyle. The marketing of green agricultural products is closely related to farmers’ income. Driven by "Internet+", marketing has broken through the traditional model, and online marketing has emerged as the times require. Online marketing of ecological green agricultural products has attracted much attention. By reviewing relevant literature, this article summarizes the definition and standards of green agricultural products, the factors affecting consumers’ online purchase of green agricultural products, and proposes a theoretical framework for online marketing strategies for green agricultural products based on the value-attitude theory. The basic conclusions are as follows: Collectivist values, environmental attitudes, and food safety concepts are the three main values that influence consumers’ behavior in purchasing green agricultural products;Demographic characteristics, economic income, and contextual factors are essential factors that affect consumers’ attitudes and behaviors when purchasing green agricultural products online. Finally, from the aspects of quality and safety guarantee, policy support, platform technical support, and social psychology, it analyzes the realistic basis for vigorously promoting the online marketing of green agricultural products, and proposes its future design framework.
出处
《价格理论与实践》
北大核心
2020年第12期31-34,134,共5页
Price:Theory & Practice
基金
农户偏好和行为反应影响农业新技术应用机制的实地研究(19CJY038)
中国博士后科学基金第11批特别资助项目(2018T110184)的资助。
关键词
生态产品
农产品电商
绿色农产品产业链
在线营销
绿色转型
ecological products
agricultural product e-commerce
green agricultural product industry chain
online marketing
green transformation
