Research on the Motivating Modes of Ecological Products Purchase Based on Consumer Value
This paper breaks through mainstream research paradigm of attitude behavior relationship,distinguishes the motivating modes of self motivation and other motivation on the basis of self determination theory,checks the influence of different types of consumer value on two kinds of motivating modes,and constructs the study model of motivating modes of ecological product purchase based on consumer value.The empirical results suggest that self oriented and other oriented consumer value of ecological products has different effect on the self motivation and other motivation respectively.The above results deepen the understanding of the inherent mechanism of consumer ecological behavior,provides a basis for the enterprise's ecological marketing strategies and helps the Government enhancing the ecological relevance and effectiveness of consumer policy.