消费者创新性对绿色消费行为的影响机制研究

Research on Mechanism of Consumer Innovativeness Influences Green Consumption Behavior

消费者创新性是消费者比其所处社会环境中的其他人更早接受市场创新的程度。本文主要探索消费者创新性对理性且受环境条件约束的绿色消费行为的影响机制。本研究首先参考计划行为理论,构建了消费者创新性影响绿色消费行为的假设模型,然后根据假设模型设计调查问卷并开展了问卷调查;最后本研究对问卷调查所获得的909份样本数据进行了数据信度和效度检验,并用AMOS17.0软件对问卷调查数据和假设模型进行了结构方程模型的拟合检验。研究结果表明,消费者创新性对绿色消费行为具有显著影响,其作用机制是通过影响消费者绿色消费的态度、主观规范和知觉控制影响消费者的绿色消费意向,进而影响绿色消费行为;研究结果还表明,男性、较年轻、较高学历和较高收入的人群具有更高的消费者创新性。

Consumer innovativeness is the degree to which consumer is relatively earlier in adopting a market innovation than other members of his or her social system. This article tries to explore the mechanism of consumer innovativeness influence on green consumption behavior which is rational and circumstance regulated. This research firstly referring to Theory of Plan Behavior and construct a hypothetical model of consumer innovativeness influencing on green consumption behavior; then a questionnaire based on the hypothetical model is designed and conducted; finally, 909 sample data acquired from the questionnaires are tested for credibility and liability, AMOS17.0 software is used to fit the hypothetical model as structural equation modeling. This research also explores the demographic specialty of consumer innovativeness, and the characters of consumer innovativeness influencing green consumption behavior in different consumer groups. As a result, this research shows that consumer innovativeness can significantly influence green consumption behavior. Its mechanism is that consumer innovativeness directly influences consumer attitude, subjective norm and perceived behavioral control of green consumption, and then further influence green consumption intention and behavior. The direct influences of green consumption attitude to attention are not significant, green consumption attitude indirectly influence attention via subjective norm. This research also shows that the innovativeness of male, younger, higher education and higher income consumer groups are more notable than that of female, older, lower education and lower income consumer groups; and the influence of consumer innovativeness to green consumption behavior are more significant in male, older, lower education and lower income consumer groups. These results are instructive to green marketing practice. Companies should utilize new technology and design to make green products more innovative and fashionable, and thus attracting more customers. Society and market supervisor should put the key points of green consumption incentive on drafting and implementing green consumption laws and regulation, but not on environment protection knowledge publicity and education.