绿色消费理念下Z世代新能源家电购买决策机制分析与营销引导路径

Analysis of Z-Generation’s New Energy Home Appliance Purchase Decision-Making Mechanism and Marketing Guidance Paths under the Concept of Green Consumption

摘要: 在碳达峰、碳中和目标引领下，新能源家电作为绿色消费的核心载体，成为推动产业绿色升级与生态保护的重要力量，但“态度–行为脱节”现象制约其发展，尤其Z世代(1995~2010年出生)虽环保认同度高，实际购买率却偏低。本文以Z世代新能源家电购买决策为研究对象，基于认知行为理论、消费者感知价值理论，系统解析决策机制：从个人与外部双维度解构影响因素，重点凸显企业营销对“需求唤醒–信息搜集–方案评估–购买行动–购后反馈”全流程的作用，揭示阶段化特征。研究发现，消费者层面的营销信息认知偏差、行为惰性，及外部环境中企业营销同质化、认证信息传递模糊、政策与营销协同不足等问题，共同构成决策阻滞。据此提出三维引导路径：通过企业精准营销培育Z世代认知与消费习惯；依托标准统一与政策协同强化营销信任基础；借助企业产品创新与体验营销提升产品吸引力。研究为破解Z世代新能源家电消费决策困境、推动家电产业绿色转型提供理论参考与营销实践指引。

Abstract: Under the guidance of the “dual carbon” goals (carbon peaking and carbon neutrality), new energy home appliances, as the core carrier of green consumption, have become an important force in promoting industrial green upgrading and ecological protection. However, the phenomenon of “attitude-behavior gap” hinders their development. In particular, although the Z-generation (born between 1995 and 2010) has a high recognition of environmental protection, their actual purchase rate remains relatively low. This paper takes the Z-generation’s purchase decision-making of new energy home appliances as the research object, and systematically analyzes the decision-making mechanism based on the Cognitive-Behavioral Theory and the Consumer Perceived Value Theory. It deconstructs the influencing factors from both individual and external dimensions, focuses on highlighting the role of corporate marketing in the entire process of “need arousal-information search-alternative evaluation-purchase action-post-purchase feedback”, and reveals the phased characteristics. The study finds that decision-making barriers are collectively constituted by internal consumer issues (cognitive bias towards marketing information, behavioral inertia) and external environmental deficiencies (homogeneous corporate marketing, vague transmission of certification information, insufficient synergy between policies and marketing). Based on these findings, a three-dimensional guidance path is proposed: cultivating the Z-generation’s cognition and consumption habits through precise corporate marketing; strengthening the marketing trust foundation by unifying standards and coordinating policies; and enhancing product appeal through corporate product innovation and experiential marketing. This research provides theoretical references and marketing practice guidance for solving the Z-generation’s consumption decision-making dilemma regarding new energy home appliances and promoting the green transformation of the home appliance industry.