绿色消费者

The objective of this research is to discuss green food consumers" consuming behavior via consumers" demographic variables , purchase affecting factors, AIO VALS variables and post-purchase and to find out the related factors and VALS variables and demographic variables that affect consumers to choose and buy green food, thus establish main variable measuring indexes and compare the differentiation and influential effect of these indexes themselves and post-purchase, all of which are according as making marketing-mix decision and establishing branding image for green food companies.

本文的研究目的是经由消费者人口统计变量、购买影响因素、AIO生活方式变量和购后评价情况的调查统计分析，来探讨绿色食品的消费者行为，找出影响消费者选择购买绿色食品的主要相关因素和生活方式变量因子以及人口统计变量，建立主要评价变量指标并比较其自身和购后行为的差异性及影响效果，最后为绿色食品企业制定营销组合策略和品牌形象的树立提供参考依据。

The young green consumer guide This book says that our world is in danger.It is vital that we do something to save the earth.

年轻绿色消费者指南本书描述的是地球正处在危险之中，我们必须为拯救它做点什么。

Green Marketing ; Green Consumer ; Green Price ; Environmental Protection

绿色营销；绿色消费者；绿色价格；环境保护

However, the future of Green Food depends on consumer demand to a very large extent, thus it's so important for us to understand the consumer' purchase decision-making and its influencing factors.

但是，绿色食品的未来在相当大程度上取决于消费者的需求，因此了解消费者对绿色食品的购买决策及其影响因素就显得尤为重要。

Key words: environmental issues, eco-cyle society, co-existence of ecology and economy, green consumer

介绍了国际上对"环境问题"的认识的发展过程，日本为何从环保向循环社会过渡及其理论架构，并提出：掌握循环社会的关键在于"绿色消费者化"。

Facing this situation, the responsibility of enterprises who enforce green marketing is significant. In addition to change their traditional marketing concept and make the development strategy of green product, it is also necessary to guide the consumer concept of green consumption and encourage green consumption.

面对这样的现状企业实施绿色营销所肩负的任务是重大的，除了改变自身的传统营销观念、制定相关的绿色产品开发战略外，还要引导消费者的绿色消费观念、鼓励绿色消费。

At the same time, consumer's green consumer demand, also obtains in the green marketing's process satisfies, on the other hand the expense green product is advantageous to his/her the health, also improved the quality of life, is also advantageous to the society living environment and the life quality enhancement.

同时，消费者的绿色消费需求，也在绿色营销的过程中得到满足，另一方面消费绿色产品有利于其身体健康，也提高了生活质量，也有利于社会生存环境和生活品质的提高。

By reviewing relevant literatures, many articles talked about the characteristics of those who would pay higher premiums for green electricity or talked about the demographic and psychographic variables that influence individuals' environmental attitude.

经由回顾过去的研究，我们发现许多文章探讨愿意付较高的价格购买绿色商品的消费者的特性，或是探讨影响消费者对环境保护的能度和行为的因素，然而却很少有文章讨论究竟消费者采用绿色电能的意愿为何？

On this base, the paper point out it is green need and green consumption that procures enterprises implement green marketing.

对绿色供求、绿色消费者行为进行分析，探讨绿色消费传播的意义和途径，绿色消费模式的形成及意义，在此基础上提出：是绿色需求、绿色消费促成企业绿色营销的实施。

This article proposes a Four-power Model of Green Marketing, and compares the domestic situation with overseas from the perspectives of consumer, company, government, and environmental protection organization.

本文提出了绿色营销的四力模型，从消费者、企业、政府、环保非政府组织四个方面比较了国内外绿色营销的状况，分析了国内绿色营销的问题，并提出了促进国内绿色营销的途径。

On the other hand, the more important thing is because the urban housing is a kind of heterogeneity products.

另一方面，更重要的是由于城市住房是一种异质性产品。

Climate histogram is the fall that collects place measure calm value, cent serves as cross axle for a few equal interval, the area that the frequency that the value appears according to place is accumulated and becomes will be determined inside each interval, discharge the graph that rise with post, also be called histogram.

气候直方图是将所收集的降水量测定值，分为几个相等的区间作为横轴，并将各区间内所测定值依所出现的次数累积而成的面积，用柱子排起来的图形，也叫做柱状图。