基于推动绿色消费逻辑下文化产品营销策略研究——以电影产业为例
Research on Marketing Strategy of Cultural Products Based on the Logic of Promoting Green Consumption—Taking the Film Industry as an Example

随着生态文明建设的推进和公众环保意识的增强，绿色营销在文化产品产业中的应用日益广泛。文化产品不仅是信息传播的载体，同时也是消费行为和社会价值观的重要塑造者。本文基于推动绿色消费的逻辑，探讨文化产品营销策略如何影响消费者的可持续消费意愿，并以电影产业为例进行实证研究。研究重点关注绿色营销内容的可靠性、吸引力、信息性以及演职人员的绿色信任度，并分析这些因素如何通过环境关切和消费者效能感两个中介变量影响可持续消费意愿。研究采用问卷调查方法，结果表明，绿色营销内容的各维度均对消费者的环境关切和消费者效能感产生显著正向影响，进而促进可持续消费意愿的形成。特别是内容的可靠性和信息性通过环境关切对可持续消费意愿的间接效应显著，而演职人员的绿色信任度通过消费者效能感对可持续消费意愿的间接效应同样显著。研究结果不仅为电影产业的绿色营销提供策略建议，也为文化产品整体的绿色营销实践提供了理论支撑，强调了内容创意、情感连接、透明度、互动性以及社会文化趋势同步的重要性。
As ecological civilization construction progresses and public environmental awareness grows, green marketing is increasingly being applied in the cultural products industry. Cultural products are not only vehicles for information dissemination but also important shapers of consumer behaviour and social values. This paper explores how cultural product marketing strategies influence consumers’ willingness to engage in sustainable consumption, based on the logic of promoting green consumption, and conducts empirical research using the film industry as an example. The study focuses on the reliability, appeal, and informational value of green marketing content, as well as the green trustworthiness of performers, and analyses how these factors influence sustainable consumption intentions through two mediating variables: environmental concern and consumer efficacy. The study employs a questionnaire survey method, and the results indicate that all dimensions of green marketing content have a significant positive impact on consumers’ environmental concern and consumer efficacy, thereby promoting the formation of sustainable consumption intentions. In particular, the indirect effects of content reliability and informationality on sustainable consumption intentions through environmental concerns are significant, while the indirect effects of cast and crew green trustworthiness on sustainable consumption intentions through consumer efficacy are equally significant. The study results not only provide strategic recommendations for green marketing in the film industry but also offer theoretical support for green marketing practices in cultural products overall, emphasising the importance of content creativity, emotional connection, transparency, interactivity, and alignment with social and cultural trends.