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中文摘要：
本文通过实验研究发现产品相关环境知识、企业环保社会责任信息和环保描述性规范信息三类营销信息可以促进消费者对环保型产品的购买意愿。本文还发现,他人在场可以提高消费者对环保型产品的购买意愿,且他人在场抑制了产品相关环境知识、企业环保社会责任信息对购买意愿的影响,而并没有抑制环保描述性规范信息对购买意愿的影响。本文引入信息加工心理学的过滤器模型进行理论解释,并对政府推广环保行动和企业推广环保型产品给出了相应的建议。
英文摘要：
Through experimental research,this paper find out that marketing information-the knowledge of product and environment,the information of corporate social responsibility（ CSR） and the information of descriptive norms-has significantly positive effect on the purchases intention of pro-environmental products of Chinese consumers. Furthermore,the findings also indicate that social presence could enhance the purchases intention while inhibit the positive effect of the knowledge of product and environment and the information of CSR on purchase intention. However,social presence has no significant effect on the information of descriptive norms. This paper employs information processing theory from psychology to explain the findings and provides suggestions for the government and corporations to better promote pro-environmental movements and products.
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