New Article Data.sav

This research aims to analyze the relationship between Environmental Prosocial Attitudes toward Green Consumption Values; Green Consumption Values, and their relationship with Openness to Green Communication, Green Consumption Values and Openness to Green Communication, and their relationship with buying behavior. The findings demonstrate how widespread environmental prosocial attitudes and beliefs are directly related to green consumption and values. As a result, these green values can have a positive relationship with openness to green advertising and green buying behavior. The connection between these ideas becomes crucial when determining how to create green marketing strategies and communication plans that can encourage eco-friendly behavior.

本研究旨在分析三类核心关联：其一为环境亲社会态度（Environmental Prosocial Attitudes）与绿色消费价值观（Green Consumption Values）之间的关系；其二为绿色消费价值观与绿色沟通开放性（Openness to Green Communication）之间的关系；其三为绿色消费价值观、绿色沟通开放性与购买行为（buying behavior）之间的关联。研究结果表明，环境亲社会态度与信念的普及性，与绿色消费及绿色消费价值观直接相关。由此可见，此类绿色价值观与绿色广告开放性及绿色购买行为呈显著正向关联。在制定可引导生态友好行为的绿色营销策略与传播方案时，上述概念间的关联显得至关重要。