社会责任消费行为量表研究

A Measurement of Socially Responsible Consumer Behavior

在创建和谐社会的进程中,消费者的社会责任日益受到政府和公众的重视。在文献回顾的基础上,界定社会责任消费行为的概念,结合深入访谈的结果初步形成这一概念的构成维度,通过大规模问卷调查建立中国消费者SRCB-China量表。研究发现,社会责任消费行为由9个维度构成,即保护环境、节约能源、保护动物、监督企业和维权、支持企业的负责任行为、抵制企业的反责任行为、支持中小企业、适度消费、支持国货。数据显示,SRCB-China量表具有较好的内部一致性信度、内容效度、收敛效度、区别效度和校标效度。

In the process of building a harmonious society, consumer＇s social responsibility has increasingly attracted attention of government and public. This article defines SRCB based on literature review firstly, then identifies the dimensions of SRCB by deep interview, and finally develops a measurement SRCB-China though a questionnaire survey in a large scale. Findings indicate that SRCB-China consists of 9 dimensions as environmental protection, energy conservation, animal protection, supervising corporate behaviors and protecting consumer＇s rights, supporting socially responsible corporate, resisting irresponsible corporate, supporting small and medium enterprises, moderate consumption, and supporting domestic products. The SRCB-China scale has validated in reliability, convergent validity, discriminative validity and criteria validity.