选择适症还是减缓？消费者的时间观对环境回应态度及绿色消费意向的影响研究

发布时间：2018-04-08 20:57

本文选题：时间观　切入点：适应态度　出处：《武汉大学》2017年硕士论文

【摘要】：全球变暖作为一个大家都在关注的问题,近期越来越以频繁的姿态出现在我们日常生活中。大多数关于全球变暖环境态度的研究并没有从个人视角展开深入的探讨,特别是从个体的时间观念视角来展开对适应和减缓两种回应态度的研究。环境本身是个和时间不可分离的变量,环境问题的发生往往与时间远近相关联,这也就让不同时间观念的个体在看待同一环境问题时,会产生不同偏好性的环境态度,即时间观与环境态度之间产生相关性。而当这一环境态度体现在绿色产品的属性时,不同时间观的人们也会对不同环境态度属性的绿色产品产生不一样的购买意向,处于匹配关系的消费者可能会对该绿色产品持有更高的购买意向,而处于不匹配关系的消费者则会持有相对较低的购买意向。所以,本文不仅会探索时间观和环境态度之间的关系,还会结合营销场景中的绿色产品,考察两者的相关性可能会对消费意向产生的影响作用。借助三个实验,本文旨在研究当面对全球变暖时人们的时间观和环境态度之间的关系。实验一检查了人们的线性时间观和循环时间观与全球变暖下适应和减缓态度之间的关系,具体而言,当面对全球变暖问题时,线性时间观的人们倾向于做出适应气候问题的态度,而循环时间观的人们倾向于做出减缓气候问题的态度。实验二探究了这一差异的中介机制。本文认为对全球变暖问题的环境风险持续性感知中介了时间观与适应和减缓之间的关系。实验三将个体的时间观和环境态度放置在营销场景中,探讨消费者的时间观和产品的环境态度属性之间的匹配关系是如何影响消费者的购买意向的。研究发现,当消费者的时间观和产品的环境态度属性相匹配时(相比不匹配时),消费者对绿色产品的购买意愿更高。即与循环时间观的人们相比,线性时间观的人们对具有适应全球变暖问题的绿色产品有更高的消费意向;而与线性时间观的人们相比,循环时间观的人们对具有减缓全球变暖问题的绿色产品有更高的消费意向。最后,本文就研究结果的管理启示进行了探讨,并提出了本研究的局限性,指出了未来研究方向。
[Abstract]:Global warming, as a matter of concern, has become increasingly frequent in our daily life.Most researches on attitude towards global warming environment are not deeply discussed from a personal perspective, especially from the perspective of individual time concept to study two kinds of response attitudes: adaptation and mitigation.The environment itself is an inseparable variable from time, and the occurrence of environmental problems is often associated with time far and near, which makes individuals with different time concepts have different environmental attitudes when they look at the same environmental problem.That is, there is a correlation between time view and environmental attitude.When this environmental attitude is reflected in the attributes of green products, people from different time views will also produce different purchase intentions for green products with different environmental attitude attributes.Consumers in a matching relationship may have a higher purchase intention for the green product, while consumers in a mismatch may hold a relatively low purchase intention.Therefore, this paper will not only explore the relationship between time view and environmental attitude, but also combine the green products in the marketing scene to investigate the impact of the correlation between the two on the consumption intention.With the aid of three experiments, this paper aims to study the relationship between people's time view and environmental attitude in the face of global warming.Experiment one examines the relationship between people's linear and cyclic views of time and attitudes to adaptation and mitigation under global warming, specifically, in the face of global warming,People with linear time tend to adopt an attitude to adapt to climate problems, while people with cyclic time tend to take an attitude towards climate mitigation.Experiment two explores the mediating mechanism of this difference.This paper argues that environmental risk persistence perception of global warming mediates the relationship between time perspective and adaptation and mitigation.In the third experiment, we put individual time view and environment attitude into the marketing scene to explore how the matching relationship between the consumer's time view and the product's environmental attitude attribute affects the consumer's purchase intention.It is found that when the consumer's time view matches the environmental attitude attribute of the product (compared with the mismatch, the consumer is more willing to buy the green product.That is, people with linear time view have higher consumption intention for green products that adapt to global warming than people with circular time view, while people with linear time view have higher consumption intention than those with linear time view.People with a cycle-time perspective have a higher consumption interest in green products with global warming mitigation problems.Finally, this paper discusses the management implications of the research results, points out the limitations of this study and points out the future research direction.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：X2;F713.55

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