公众资源节约与环境保护消费行为测度——外部表现、内在动因和分类维度

Measurement of Public's Resource-saving & Environment-protecting Consumer Behavior:Characteristics,Motivations and Classifications

通过对城市居民进行大样本问卷调查,运用描述性统计分析、因子分析、聚类分析和列联表分析对公众资源节约与环境保护消费行为进行实证测度。结果表明,公众对不同资源节约与环境保护消费行为的外部表现不完全一致。当消费行为与自身利益相容(实施收益大于实施成本),那么公众更乐于实行。反之公众实行的可能性会大大降低;资源节约与环境保护消费行为内含三个关键因子:购买因子、使用因子、回收因子。这三个因子分别体现了公众三种不同的内在心理动机:基于自然保护的强社会利益动机、基于自我保护的弱社会利益动机、基于经济利益的个人利益动机;据上述三个因子可以把公众细分为四个不同的子群体(非节约环保型消费者、节约环保型消费者、节约环保型使用回收者和节约环保型回收者);这四个群体在年龄、个人月收入等人口统计变量上存在显著差异。这些结论对相关政府机构转变公众消费行为模式(即引导公众转向资源节约与环境保护消费行为)具有重要的公共政策涵义。

Through large-scale samples investigation and using descriptive analysis,factor analysis,cluster analysis,and crosstabs,this study was designed to measure public＇s resourcesaving environment-protecting consumer behavior（RECB）.Our study shows that public＇s inclinations of different RECBs do not coincide completely.When a kind of RECB and public＇s self-interest are compatible,public are more likely to engage in RECB.If not,the possibility of engaging in RECBs will greatly reduce;Public＇s RECB including three main factors： purchase factor,use factor,and recycling factor.These three factors embody public＇s three different motivation respectively： strong social benefit motivation based on natural conservation,weak social benefit motivation based on self-protection,and self-benefit motivation based on individual interests.According to above three factors,we can divide public into four clusters： non-RECB consumers,RECB recyclers,RECB usersrecyclers,and RECB consumers.These four clusters differ in age and income.These will put forward some public policy implications thus to encourage consumers to engage in resource-saving and environment-protecting behaviors.