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环境问题的蔓延日益影响着人类生存与发展,环境责任的履行亟不可待。文章探索了饮品行业企业环境责任影响青年消费者品牌态度的一般规律,并引入了中介变量——声誉,采用AMOS和SPSS软件对其传导路径和作用机理进行了SEM实证检验,结果表明:(1)企业环境责任对青年消费者品牌态度有积极的作用;(2)企业声誉可以从认知视角与情感视角来诠释,且前者对后者有正向影响;(3)环境责任对品牌态度的直接影响不显著,而间接影响显著。认知声誉在二者的关系中未起到中介作用,而情感声誉起到中介作用。
The spread of environmental issues has increasingly affected the survival and development of mankind, and the fulfillment of environmental responsibilities is unavoidable. The article explores the general law of corporate environmental responsibility in the beverage industry on the attitudes of young consumers and introduces intermediary variables - reputation. SEM and empirical analysis of the conduction path and mechanism are carried out using AMOS and SPSS software. The results show that: (1 ) Corporate environmental responsibility has a positive effect on young consumer brand attitude; (2) corporate reputation can be interpreted from a cognitive and emotional perspective, and the former has a positive impact on the latter; (3) Environmental responsibility has a positive impact on brand attitude Direct impact is insignificant, but indirect impact is significant. Cognitive reputation does not play an intermediary role in the relationship between the two, while emotional reputation plays an intermediary role.