环境保护和绿色消费是目前大众关注的热点问题，越来越多的企业致力于 绿色营销以求得企业的绿色发展。陶瓷产品作为一种特殊的耐用消费品，其绿 色营销和绿色消费的理论研究和实践探索是一个有着重要理论和实际意义的课 题。本文从消费者产品知识视角出发，对绿色陶瓷品牌购买意愿的影响因素及 作用机理进行了深入研究，以期对相关陶瓷产品的绿色营销理论和实践有所裨 益。 论文从绿色品牌理论和S-O-R理论的基础认知入题，明晰了本研究的相关 概念和理论依据；通过查阅及梳理国内外相关文献，提出产品知识、绿色品牌 认同与绿色陶瓷品牌购买意愿之间的关系假设并构建理论模型。在借鉴已有成 熟量表的基础上，结合绿色陶瓷产品特点设计调查问卷，采用网络问卷在尽可 能广泛和准确的范围内进行抽样调查；通过使用SPSS 22.0和AMOS 22.0软件 对回收的368份有效问卷进行了统计归纳和数据分析并验证了本文的相关研究 假设。研究结果表明：（1）产品知识的四个维度（产品属性知识、绿色知识、 品牌知识和价格知识）均对绿色陶瓷品牌认同的两个维度（个人绿色品牌认同 和社会绿色品牌认同）具有显著的正相关关系；（2）绿色品牌认同的两个维度 均对绿色陶瓷品牌购买意愿具有显著的正相关关系；（3）绿色品牌认同的两个 维度在产品知识的四个维度与绿色陶瓷品牌购买意愿之间产生了中介作用；（4） 环境风险感知在绿色品牌认同的两个维度与绿色陶瓷品牌购买意愿之间发挥显 著的正向调节作用。 根据实证研究结果，论文针对陶瓷企业绿色营销管理提出了增加产品绿色 透明度，促进消费者学习了解更多的绿色陶瓷产品知识，突显绿色陶瓷品牌的 环保属性及性价比，提高消费者的环境风险感知程度和实现精准营销等方面的 对策建议。 关键词：产品知识；绿色品牌认同；绿色陶瓷品牌；购买意愿；环境风险感知 II Abstract At present, environmental protection and green consumption are the hot issues of public concern. More and more enterprises are committed to green marketing to achieve the green development of enterprises. As a kind of special durable consumer goods, the theoretical research and practical exploration of green marketing and green consumption of ceramic products is of great theoretical and practical significance. From the perspective of consumer product knowledge, this paper makes an in-depth study on the influencing factors and mechanism of purchasing intention of green ceramic brand, so as to benefit the theory and practice of green marketing of related ceramic products. Based on the cognition of green brand theory and S-O-R theory, this paper clarifies the related concepts and theoretical basis of the research. By combing the relevant literature at home and abroad, the relationship between product knowledge, green brand identity and the purchase intention of green ceramic brand is proposed and a theoretical model is constructed. Based on the existing scale and combined with the characteristics of green ceramic products, the questionnaire was designed, and the network questionnaire was carry out as widely and accurately as possible. 368 sets valid date were collected and analyzed to verify the hypothesis by using SPSS 22.0 and Amos 22.0 software. The results are as follows. (1) The four dimensions of product knowledge (attribute knowledge, price knowledge, brand knowledge and green knowledge) have significant positive influence on the two dimensions of green brand identity (personal green brand identity and social green brand identity). (2) The two dimensions of green brand identity have significant positive influence on the purchase intention of green ceramic brand. (3) The two dimensions of green brand identity play an intermediary role between the four dimensions of product knowledge and the purchase intention of green ceramic brand. (4) Environmental risk perception plays a significant positive regulating role between two dimensions of green brand identity and purchase intention of green ceramic brand. According to the empirical research results, the paper puts forward the following countermeasures and suggestions for green marketing management of ceramic III enterprises：Increase the green transparency of products and promote consumers to learn more about green ceramic products；Highlight the environmental protection attribute and cost performance of green ceramic brand; Improve consumers' perception of environmental risk and achieve precision marketing. Key words: Product knowledge; Green brand identity; Green ceramics brand; Purchase intention; Environmental risk perception IV 目录 摘要 .......................................................................................................................................... I Abstract ..................................................................................................................................... II 第1章 绪论 ............................................................................................................................. 1 1.1 研究背景 .................................................................................................................... 1 1.2 研究目的与意义 ........................................................................................................ 1 1.2.1 研究目的 ......................................................................................................... 1 1.2.2 研究意义 ......................................................................................................... 2 1.3 研究内容与方法 ........................................................................................................ 3 1.3.1 研究内容 ......................................................................................................... 3 1.3.2 研究方法 ......................................................................................................... 5 第2章 相关理论基础及文献综述 ......................................................................................... 7 2.1 理论基础 .................................................................................................................... 7 2.1.1 绿色品牌理论 ................................................................................................. 7 2.1.2 S-O-R理论 ........................................................................................................ 7 2.2 产品知识相关研究 .................................................................................................... 8 2.2.1 产品知识的概念 ............................................................................................. 8 2.2.2 产品知识的维度 ............................................................................................. 9 2.2.3 产品知识与绿色品牌认同的关系研究 ....................................................... 11 2.3 绿色品牌认同相关研究 .......................................................................................... 12 2.3.1 绿色品牌认同的定义 ................................................................................... 12 2.3.2 绿色品牌认同的维度 ................................................................................... 13 2.3.3 绿色品牌认同与购买意愿的关系研究 ....................................................... 13 2.4 绿色购买意愿的相关研究 ...................................................................................... 14 2.5 环境风险感知相关研究 .......................................................................................... 15 2.5.1 环境风险感知的定义 ................................................................................... 15 2.5.2 环境风险感知与环境友好行为相关研究 ................................................... 15 2.6 绿色陶瓷品牌相关研究 .......................................................................................... 16 第3章 理论模型与研究假设 ............................................................................................... 19 3.1 理论模型 .................................................................................................................. 19 3.2 研究假设 .................................................................................................................. 20 V 3.2.1 产品知识对绿色品牌认同的关系假设 ....................................................... 20 3.2.2 绿色品牌认同与绿色