基于行为推理理论的绿色消费行为实证研究

发布时间：2018-11-15 19:36

【摘要】：绿色消费是实现可持续发展的关键环节,而消费者是实施绿色消费的关键。随着生态意识逐渐提高,消费者对绿色产品的积极态度却很难从其行为中反映出来。针对绿色消费态度行为不一致的问题,文章基于行为推理理论对绿色消费的影响机制进行了实证研究。结果表明:态度对绿色消费行为意向影响显著,价值观对绿色消费行为意向影响不显著,情境因素在行为合理性、态度和绿色消费行为意向的关系中起调节作用,履行绿色消费的理由促成积极的绿色消费态度,拒绝绿色消费的理由导致绿色消费行为规避,二者不协调共存导致了绿色消费态度行为缺口。文章不仅拓展了传统的理性行为理论,而且能为政府和企业设计绿色消费态度行为缺口修复对策提供参考。
[Abstract]:Green consumption is the key to realize sustainable development, and consumer is the key to implement green consumption. With the gradual improvement of ecological awareness, the positive attitude of consumers towards green products is difficult to reflect from their behavior. Aiming at the inconsistency of green consumption attitude and behavior, this paper makes an empirical study on the influence mechanism of green consumption based on behavioral reasoning theory. The results showed that: attitude had significant influence on green consumption behavior intention, while values had no significant influence on green consumption behavior intention, situational factors played a regulating role in the relationship between behavior rationality, attitude and green consumption behavior intention. The reason to fulfill green consumption leads to positive green consumption attitude, the reason of refusing green consumption leads to green consumption behavior evading, and the coexistence of the two causes the gap of green consumption attitude and behavior. The paper not only expands the traditional rational behavior theory, but also provides reference for the government and enterprises to design the green consumption attitude and behavior gap repair countermeasures.
【作者单位】：安徽理工大学经济与管理学院;天津师范大学管理学院;
【基金】：国家社会科学基金项目:“我国城镇家庭能源的绿色消费态度行为缺口及修复策略研究”(15BJY046) 教育部留学回国人员科研启动基金:“基于行为推理理论的绿色消费态度-行为缺口修复研究”(教外司留[2015]311号) 国家自然科学基金青年项目:“基于自身短期与社会长远利益两难选择的绿色消费机制研究”(71202009)
【分类号】：F713.55

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