中国情境下社会责任消费行为量表研究

The Research on the Socially Responsible Purchase and Disposal Scale in China

在发达国家,社会责任消费已成为一个热点话题,我国学者也纷纷倡导消费者履行社会责任。为了发现在我国情境下消费者社会责任的维度是否与西方研究有所不同,本文采用Webb2010年开发的社会责任消费行为量表,测量与评价我国消费者社会责任行为的因子结构,并检验其信效度。结果表明,我国消费者的负责任行为可分为六个维度,即支持企业善因营销、支持履行高级社会责任的企业行为、惩罚不负基本责任的企业行为、购买习惯环保、回收再用和生活习惯低碳。

Social responsible consumption has been becoming one of hot issues in developed countries, and it is also encouraged by scholars at home nowadays. To compare the dimensions of responsible consumption at home and abroad, the socially responsible purchase and disponsal （SRPD） scale developed by Webb is used to measure the factor structure of responsible consumer behavior in China. After modification, the reliability and validity of the new model is tested by structural equation model. The results show that there are 6 dimensions of responsible consumer behavior in China, namely supporting cause-related marketing, supporting high level corporate social responsible performance, making punishment to irresponsible corporate, environmental protection purchasing, recycling behavior and low carbon lifestyle.