信息丰富度与绿色消费:自我建构和时间距离视角

Information Richness and Green Consumption:A Perspective of Self-construal and Temporal Distance

经济的快速增长已经对环境造成了巨大的负面影响,中国虽然提出碳达峰、碳中和目标愿景,但实现这一目标仍然面临严峻挑战,需要探索多主体共同参与的新模式。从生产消费协同视角,关注资源有限情况下生产端企业绿色发展转型过程中潜在的两种决策情形,通过引入信息丰富度(丰富和匮乏)概念以及自我建构和时间距离两个心理变量,从消费端揭示其对绿色消费的影响机理。采用情景模拟研究方法,运用方差分析和条件过程分析方法,检验信息丰富度与自我建构的交互效应及其对绿色产品购买意愿的影响机理和时间距离的调节作用。基于调节聚焦、目标一致性和模式一致性等理论,研究1采用眼动追踪方法探究自我建构(独立型和关联型)对消费者绿色产品的丰富和匮乏信息偏好的系统性影响。进一步地,基于时间匹配效应,研究2引入时间距离变量,采用在线实验方法探究潜在的三维交互效应。研究1结果表明,在绿色消费中不同自我建构消费者对信息丰富度偏好不同,即丰富信息匹配独立自我消费者的偏好,匮乏信息匹配关联自我消费者的偏好;匹配效应背后存在一个模式匹配的过程,当加工匹配信息时,消费者将进入模式一致状态,表现为更短的注视时间和更少的注视点数量,认知努力下降。研究2发现时间距离对信息丰富度与自我建构的匹配效应具有增强效果,并证明信息偏好在其中发挥中介作用。远期的购买情景增强了独立型消费者对丰富绿色产品信息的偏好,近期的购买情景增强了关联型消费者对匮乏绿色产品信息的偏好。在匹配情景下,消费者对相应丰富度绿色产品信息的信息偏好更强,其绿色产品的购买意愿也更强。将信息丰富度引入绿色消费,关注不同自我建构和时间距离对消费者绿色消费决策的影响,丰富了绿色消费研究的理论基础,为相关企业绿色发展转型过程中面临的策略选择问题提供决策依据。

The rapid economic growth has caused a huge negative impact on the environment.Although China has put forward the vision of“carbon peaking”and“carbon neutrality”,the realization of this goal still has huge challenges.It is necessary to explore a new model of multi-participation.From the collaborative perspective of production and consumption,this study focuses on two potential scenarios in the green development and transformation process of enterprise with limited resources.By introducing information richness,self-construal and temporal distance,from the consumption side,this study investigates how they influence green consumption,which provides reference for enterprise′s decision making.Using scenario simulation method,this study examines the interaction effect of self-construal and information richness,as well as its underlying influence mechanisms on purchase intention of green products by variance analysis and conditional process analysis methods.The moderating effect of temporal distance has also been investigated.Specially,based on regulatory focus theory,goal compatibility,schema congruity theory,study 1 examines the systematical influence of self-construal(independent vs.interdependent self)on customers′preferences toward enriched and impoverished information.Based on the temporal fit effect,study 2 introduces temporal distance by using online experiment method to explore the potential three-dimensional interaction effect.Study 1 confirms that in the green consumption scenario people with different self-construals have distinct preferences towards information richness.Specifically,enriched options are more attractive for individuals with independent self-construal,while people with interdependent self-construal focus impoverished options more.Moreover,a process of schema congruity underlies the match effect.When coping with matched information,the individual will form a consistent mental cognition,as indicated by shorter fixation duration,fewer fixation counts and declined cognitive effort.Results of study 2 show that the temporal fit effect strengthens the match effect of self-construal and information richness,and information preference plays a mediating role.Specially,when a purchase happens in a distal future,people with independent self-view have stronger preference toward enriched green information.Conversely,in a proximal-future purchase,preference toward impoverished green information of consumers with interdependent self-view are amplified.In the matching condition,consumers feel more attracted by corresponding richness of green information and have stronger purchase intentions.The study extends the existing green consumption literature by introducing information richness and by focusing on individuals′green consumption decisions regarding to different self-construals and temporal distance context.It further provides the basis for decision-making faced by companies in the process of green development and transformation.