环境价值观驱动中国居民绿色消费行为的链式多重中介模型

A Multiple Mediation Model of Chinese Residents’ Green Consumption Behavior Driven by Environmental Values

基于感知价值理论与信任理论,构建一个链式多重中介模型,探究我国居民的环境价值观对绿色消费行为的作用机制。运用Bootstrap置信区间方法对650份样本进行实证检验,结果表明,环境价值观对绿色消费意图存在直接路径,利他价值观、利生态价值观对绿色消费意图均存在显著正向影响,而利己价值观对绿色消费意图无影响;绿色感知价值在利他价值观、利生态价值观与绿色消费意图之间起部分中介作用;绿色感知价值与绿色信任的链式中介路径在利他价值观、利生态价值观与绿色消费意图之间起部分中介作用。文章重新解读了当代人的环境价值观,有助于从价值观层面引导和驱动我国居民进行绿色消费。

Based on perceived value and trust theory,this study constructs a multiple mediation model to investigate the effect mechanism of Chinese residents’environmental values on green consumption behavior.Bootstrap confidence interval method was used to test 650 samples.The results show that environmental values have a direct path to green consumption intention in which altruistic values and ecological values have significant influence on green consumption intention,but egoistic values have no significant positive effect on green consumption intention.Altruistic values and ecological values have two mediating paths to green consumption intention:one is through the mediation of green perceived value directly affecting green consumption intention,the other is through the distal mediation of both green perceived value and green trust then affecting green consumption intention.The research reinterprets the contemporary people’s environmental values,which is helpful to guide and drive Chinese residents to carry out green consumption from the perspective of values.