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从消费者个人、绿色品牌合理性和参照群体等方面分析了导致绿色品牌隔离的成因,通过探索性因子分析和验证性因子分析分别确定了相关变量的测量量表及各前因变量对绿色品牌隔离的影响关系,发现绿色品牌合理性、环保功能利益、消费者环保意识和信息影响对绿色品牌隔离有显著的负向影响。采用模糊集定性比较分析方法探究了绿色品牌隔离产生的不同前因变量组合。研究表明:绿色品牌不合理和环保功能利益弱是导致绿色品牌隔离的必要条件,且不同环保意识下消费者绿色品牌隔离产生的前因变量组合存在差异。
From the aspects of consumer individual, rationality of green brand and reference group, this paper analyzes the causes leading to the isolation of green brand, and through the exploratory factor analysis and confirmatory factor analysis, respectively determines the relative variables of the measurement scale and the antecedents of the green brand And found that the rationality of green brand, the function of environmental protection, the environmental awareness of consumers and the impact of information have a significant negative impact on the isolation of green brands. Adopting the fuzzy set qualitative comparative analysis method to explore the combination of different antecedents caused by green brand isolation. The research shows that the unreasonable green brand and the weak function of environmental protection are the necessary conditions leading to the isolation of green brands, and there is a difference in the antecedent variable combinations of consumers’ green brand isolation under different environmental awareness.