英国课程作业范文：世界各地的绿色消费行为概述

Today, NEVs are being proposed as one of the potential options to tackle the energy crisis and pollution problem in China. However, consider the real situation in China, the good will may not be that easy to achieve.

 

First, although NEVs, specifially EVs result few direct emissions, energy created through electricity generation will lead to pollution and waste. Yao et al (2011) point out, concerning the real situation in the north region of China where electricity is generated from coal, EVs could increase CO2 emission by 7.3% http://www.ukassignment.org/ygkczy/ compared to conventional vehicles. Doucette et al (2011) also mention in his research, unless power generation in countries such as China becomes dramatically less CO2 intensive, BEVs will not be able to deliver a meaningful decrease in CO2 emissions and actually, an increase in the production of BEVs could lead to higher CO2 emissions. Problem may even go a step further as coal-based transmission of electricity will emit toxic substance, namely, SO2 and NO emission which lead to health concerns environmental deregation (Zhang et al, 2009).   

 

Second, It is important to note that the NEVs can not be road-worthy without a compatible infrastructure to be present. The road infrastructure is very much count on the plan and build on the government side. Russo et al (2009) argue that replacing internal combustion engines with other technologies—such as HEV, FCV requires cooperation between government and business to develop the infrastructure in pace with the technology growth. The economics of the product itself and ultimate market acceptance is very much dependent on the availability of the infrastructure to replenish or recharge the fuel. It’s unrealistic to expect a company to undergo the www.ukassignment.org technological reinvention of the automobile unless there is a concurrent investment and development in the infrastructure to support NEVs. Therefore the sole responsibility on the government side block the vast commercialization of NEVs. Take FCVs as an example, so far, there are only three hydrogen refueling stations in China which are all invest by the government(two in Beijing and one in Shanghai). In addition, the cost of hydrogen infrastructure construction is also considerable (Zhang et al, 2010).

 

The above mentioned questions may block China's fast technological development from trail to commercialization. Currently, the commercialized products are dominantly HVs (Russell et al, 2011). Therefore, just as Nieuwenhuis et al (2004) argued that 'technology' may well not be enough in it self. A complex support network involving technology, industry and government is needed for a genuinely sustainable transport future.

 

This chapter attempt to analyse and exam the actual influence among customer concerning the idea of green consumption and sustainable life style, especially in the automotive industry. Meanwhile what factors will determine customer response and behaviour will be elaborate via an actual survey.

本章试图分析和考查的实际影响顾客可持续的生活方式特别是在汽车行业的的绿色消费想法。同时，究竟是什么因素将决定客户的反应和行为，将通过实际调查精了解。

背景资料  BACKGROUND

The increasing focus on sustainable lifestyles pushes the progress of green consumption in the globe. Among this process, a group of consumer, namely, green consumer has thus arouse attention. Business dictionary (2011) gives the definition that green consumer refers to those ‘Who is mindful of environment related issues and obligations, and is supportive of environmental causes to the extent of switching allegiance from one product or supplier to another even if it entails higher cost.’ It is valuable to take a close look at how this group form themselves to implement the green consumption before switching to the availability of their contribution in automotive industry.

 

绿色消费和客户消费习惯 Green consumption and consumer behaviour 

 OVERVIEW OF GREEN CONSUMPTION BEHAVIOUR AROUND THE WORLD

In recent years, increasing attention has been cast on environmental issues which reflect public concern and awareness of environmental problems from all walks of life. Influence such as media reporting, political decision making and numerous regulations and laws for the protection of the environment has coined in general public. Admittedly, such measure have already begun to make an influence on consumer attitude and behaviour (Arimda et al, 2010). Advanced communities are in leading positions in the progress of green consumption in the globe. . It has been suggested that up to 70 percent of consumers in most western markets have occasionally considered environmental issues in their shopping behaviour (Wagner, 2003). Just as Oliver et al (2010) state that green issues and social responsibility are becoming important to customers.

However, not everyone hole the same opinion. Lord (1994) argues that for many individual and groups, environmental protection might not be important. This is because the beneficiary toward customers in an environmentally responsible manner is not that significant. Young et al (2008) found that 30 percent of consumers in UK report that they are very concerned about the environment issues but they are struggling to translate environmental concerns into purchases because they do not see much interest to themselves. He suggest analysing why green values have a relatively weaker influence on the decision making process when actually purchasing a product is crucial in understanding and changing consumer behaviour towards sustainable consumption. The aspects can be enumerate as follow:

•  lack of information; 

•  finance; 

•  culture; 

•  habit;

•  brand strength; 

•  demographic characteristics;

•  lifestyles; 

•  personalities, etc. 

 

This might explain Moisander's (2007) introduction of a 'motivational and practical complexity of green consumption' which means when individuals consider the adoption of green consumption, they engage with an increasingly complex decision-making process (Figure). 

 

Wagner (2003) suggests that unless the contextual and experiential nature is paid attention to, human cognition can be understood (Figure). He also points out that anthropological consumer research examines the symbolic value of products in youth cultures. For instance, what is perceived as ‘cool’ among teenagers? This phenomenon when switch to mainland China, might transform into the question, namely, is a luxuries SUV Audi Q7 or a MCC Smart which is adequate for most journeys more acceptable among Chinese automobility cultures (Wells, 2010), especially for younger consumers.