文章基本信息

标题：Research on the Relationship Between Self-improvement Values and Green Brand Identity
本地全文：下载
作者：Xuedong Liang ; Yong Yang ; Qunxi Gong 等
期刊名称：E3S Web of Conferences
印刷版ISSN：2267-1242
电子版ISSN：2267-1242
出版年度：2021
卷号：261
页码：1-4
DOI：10.1051/e3sconf/202126104016
语种：English
出版社：EDP Sciences
摘要：In order to clarify the relationship between self-improvement values and green brand identity, we take the consumers’ self-improvement values as the antecedent variable, consider the self-monitoring as the moderating variable, regard consumers’ environmental self-accountability as the intermediary variable, and conduct an empirical analysis of the impact of consumers’ self-improvement values on green brand identity. The research found that:1) Self-improvement values positively affect consumers’ recognition of green brands;2) Self-improvement values positively affect consumers’ environmental self-accountability;3) Environmental self-accountability positively mediates the relationship between self-improvement values and green brand identity;4) Self-monitoring positively regulates the impact of consumer values on consumers’ environmental self-accountability and the mediating role of environmental self-accountability.