道德认同与绿色消费—环保自我担当的中介作用

发布时间：2018-05-01 15:00

本文选题：绿色消费 + 道德认同　；参考：《南开大学》2014年博士论文

【摘要】：空气污染、全球变暖、能源危机等环境问题越发严重,环境保护和可持续发展等关系人类生存发展的课题得到越来越广泛的关注。消费者在环境保护活动中扮演着举足轻重的角色,一方面,消费者自身的消费行为会对环境产生直接影响,另一方面,消费者对环保问题的关注、对绿色产品的需求、对企业环境保护行为的支持,和对企业环境破坏行为的抵制会推动企业朝着环保的方向发展,从而通过企业对环境产生间接影响。然而,在中国,绿色消费才刚刚起步,还没有深入人心。以往很多研究表明即使那些对绿色消费有明确支持态度的消费者也较少将这种支持态度转化为对绿色消费的积极行为。让消费者以对环境负责的方式行事是一个非常有挑战性的任务,这是因为保护环境行为的受益者往往不是消费者自己,而是社会、其他消费者,或者地球。消费者在促成社会、他人导向益处的同时给自己带来了成本。因此,营销者面临的一个重要课题就是如何促进消费者的绿色消费。虽然,国内外已有一些关于绿色消费的研究,这个领域的研究也取得了一定的进展,但是,这方面研究还存在很多不足之处,为进一步研究提供了机会。首先,研究较为分散和零散,缺乏一个整合的模型；其次,对绿色消费心理机制的研究不够深入；最后,一些可能对绿色消费产生影响的变量还没有得到关注。因此,本研究基于道德认同理论探讨了道德认同与绿色消费的关系,以及环保自我担当的中介作用,并找到了一些可以调节三者关系的变量。道德认同是围绕一系列道德特性组织的自我概念,是一个人持有的关于其道德特质的心理表征,是道德自我的认知图式,代表一个人关于道德特性、感觉和行为的联想认知网络。道德认同理论认为当人们的道德自我图式在记忆中长期或暂时可接近时,人们会有更强的利他倾向,而绿色消费本质上是利他的,由此,本研究认为道德认同对消费者绿色消费倾向有正向影响作用。而反映人们践行环保自我标准愿望的环保自我担当中介道德认同与消费者绿色消费倾向的关系,研究通过实验一验证了以上假设。本研究将可以调节道德认同与消费者绿色消费倾向关系的变量分成了两类,一类调节了环保自我担当中介作用的变量,另一类是被环保自我担当中介的调节变量。据此,提出了两个理论框架,并通过实验进行验证。其中,既调节道德认同与消费者绿色消费倾向关系,又调节环保自我担当中介作用的变量有产品诉求、产品环保声明的信息可靠性,和产品的环保效能。研究二到研究四的研究结果表明：1)当对绿色产品的宣传采用利己诉求时,道德认同不影响消费者的绿色消费倾向,环保自我担当不中介道德认同与消费者绿色消费倾向的关系,而当对绿色产品的宣传采用利他诉求的时候,道德认同正向影响消费者的绿色消费倾向,环保自我担当中介道德认同与消费者绿色消费倾向的关系；2)当消费者认为企业对产品的环保声明有较低的信息可靠性时,道德认同负向影响消费者的绿色消费倾向,环保自我担当不中介道德认同与消费者绿色消费倾向的关系。当消费者认为企业对产品的环保声明有较高的信息可靠性时,道德认同正向影响消费者的绿色消费倾向,环保自我担当中介道德认同与消费者绿色消费倾向的关系；3)当产品的环保效能较低时,道德认同不影响消费者的绿色消费倾向,环保自我担当不中介道德认同与消费者绿色消费倾向的关系。当产品的环保效能较高时,道德认同正向影响消费者的绿色消费倾向,环保自我担当中介道德认同与消费者绿色消费倾向的关系。而既调节道德认同与消费者绿色消费倾向关系,又被环保自我担当中介的调节变量包括印象管理动机、规范信念、产品类型,和解释水平。研究五到研究九的研究结果表明：1)当消费者有较强的印象管理动机时,道德认同不影响消费者的绿色消费倾向,当消费者没有较强的印象管理动机时,道德认同正向影响消费者的绿色消费倾向,环保自我担当中介印象管理动机对道德认同与消费者绿色消费倾向关系的调节；2)当消费者认为环境保护符合社会规范时,印象管理动机调节道德认同与消费者绿色消费倾向的关系,而当消费者认为环境保护不符合社会规范时,印象管理动机不调节道德认同与消费者绿色消费倾向的关系,环保自我担当中介消费者规范信念对印象管理动机调节作用的再调节；3)当绿色产品是放纵品时,道德认同不影响消费者的绿色消费倾向,当绿色产品是必需品时,道德认同正向影响消费者的绿色消费倾向,环保自我担当中介产品类型对道德认同与消费者绿色消费倾向关系的调节；4)当消费者处于高解释水平时,道德认同不影响消费者的绿色消费倾向,当消费者处于低解释水平时,道德认同正向影响消费者的绿色消费倾向,环保自我担当中介解释水平对道德认同与消费者绿色消费倾向关系的调节作用。本研究通过实验方法探讨了道德认同与绿色消费的关系,环保自我担当的中介作用,以及调节三变量关系的变量,弥补了以往缺乏绿色消费整合模型、缺少绿色消费心理机制探讨的不足,找到了促进消费者绿色消费的新变量,为如何引导消费者绿色消费提供了新的洞见。
[Abstract]:The environmental problems such as air pollution , global warming , energy crisis and other environmental problems are more and more attention . The problem of environmental protection and sustainable development has been paid more and more attention . The consumer plays an important role in environmental protection activities . On the other hand , consumer ' s own consumption behavior will have a direct impact on the environment . On the other hand , consumer ' s demand for environmental protection , support for environmental protection of enterprises , and resistance to environmental damage behavior of enterprises will promote the development of enterprises in the direction of environmental protection , thus indirectly influencing the environment through enterprises .

In China , however , green consumption has just started and hasn ' t gone deep . Many studies have shown that even consumers who have a clear support for green consumption are less likely to turn this support into positive behavior for green consumption . It is because the beneficiaries of environmental protection are often not consumers themselves , but society , other consumers , or the earth . The key issue for marketers is how to promote consumer green consumption .

Although there are some researches on green consumption at home and abroad , some progress has been made in the research in this field . However , there are many shortcomings in this research , which provide an opportunity for further research . First , the research is scattered and scattered , and lacks an integrated model ;
Secondly , the research on the mechanism of green consumption psychology is not enough ;
Finally , some variables that may have an impact on green consumption have not been paid attention . Therefore , this study explores the relationship between moral identity and green consumption , as well as the intermediary role of environmental self - acting based on the theory of moral identity , and finds out some variables that can regulate the relationships among them .

Moral identity is a self - concept around a series of moral characteristics . It is a cognitive schema of moral self . It represents one ' s associative cognitive network about moral character , feeling and behavior .

This research can adjust the relationship between moral identity and consumer ' s green consumption tendency into two categories , one is the variable that regulates the role of environmental self - acting intermediary , and the other is environment - friendly self - acting as the intermediary .
2 ) When the consumer believes that the enterprise has lower information reliability to the product ' s environmental protection statement , the moral identity negatively affects the consumer ' s green consumption tendency , and the environmental protection self - act does not act as an intermediary moral identity and the consumer ' s green consumption tendency . When the consumer believes that the enterprise has higher information reliability for the environmental declaration of the product , the moral identity positively influences the green consumption tendency of the consumer , the environmental protection self - acting intermediary moral identity and the consumer ' s green consumption tendency .
3 ) When the environmental protection efficiency of the product is low , the moral identity does not affect the consumer ' s green consumption tendency , and the environmental protection self - act does not act as an intermediary moral identity and the consumer ' s green consumption tendency . When the environmental protection efficiency of the product is high , the moral identity positively influences the green consumption tendency of the consumer , and the environmental protection self - acting intermediary moral identity is related to the consumer ' s green consumption tendency .

The research results show that : 1 ) When the consumer has stronger impression management motive , the moral identity does not affect the consumers ' green consumption tendency . When the consumer does not have a strong impression management motivation , the moral identity positively affects the consumers ' green consumption tendency , and the environmental self - acting intermediary impression management motivation adjusts the relationship between the moral identity and the consumer ' s green consumption tendency .
2 ) when the consumer thinks that the environmental protection is in conformity with the social norm , the impression management motive regulates the relationship between the moral identity and the green consumption tendency of the consumer , and when the consumer considers that the environmental protection is not in conformity with the social norm , the impression management motivation does not adjust the relationship between the moral identity and the green consumption tendency of the consumer , and the environmental protection self - acting intermediary consumer standard faith regulates the effect of the impression management motivation ;
3 ) When the green product is released , the moral identity does not affect the consumers ' green consumption tendency . When the green product is a necessity , the moral identity positively affects the consumers ' green consumption tendency , and the environmental self - acting intermediary product type regulates the relationship between the moral identity and the consumer ' s green consumption tendency ;
4 ) When the consumer is at the high interpretation level , the moral identity does not affect the consumer ' s green consumption tendency . When the consumer is at the low level of interpretation , the moral identity positively affects the consumer ' s green consumption tendency , and the environmental self - acting intermediary interpretation level plays an adjusting role in the relationship between the moral identity and the consumer ' s green consumption tendency .

This study explores the relationship between moral identity and green consumption , the intermediary role of environmental self - act , and the variable of adjusting the relation of three variables , which makes up the deficiency of the lack of green consumption integration model and the lack of green consumption psychology mechanism , and finds out the new variable to promote the green consumption of consumers , and provides a new insight into how to guide the green consumption of consumers .

【学位授予单位】：南开大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F126.1;X24

【参考文献】