基于Ajzen计划行为理论的绿色消费行为的影响机制

Research on Influencing Mechanism of Consumer Green Consumption Behavior Referring to TPB

本文主要探索外部因素影响消费者绿色消费行为的机制。首先参考计划行为理论构建了绿色消费行为影响机制的假设模型,然后根据假设模型设计调查问卷并开展了问卷调查;最后本研究对问卷调查所获得的909份样本数据进行了数据信度和效度检验,并用AMOS17.0软件对问卷调查数据和假设模型进行了结构方程模型的拟合检验。研究结果表明,绿色消费态度、绿色消费主观规范和绿色消费知觉控制三者之间相互影响显著,绿色消费主观规范和绿色消费知觉控制对绿色消费意向影响显著,而绿色消费意向对绿色消费行为影响显著;但是绿色消费态度对绿色消费意向的直接影响并不显著。

This research try to explores the mechanism of external elements influencing consumer green con- sumption behavior. 1his research firstly constructs a hypothetical model of influencing mechanism of con- suner green consumption behavior referring to the Theory of Plan Behavior; then a questionnaire based on the hypothetical model is designed and conducted; finally, 909 sample data acquired from the questionnaires are tested for credibility and liability, AMOS17. 0 software is used to fit the hypothetical model as structural e- quation modeling. The research results show that consumer green consumption attitude, subjective norm and perceived control influence each other, subjective norm and perceived control influence green comumption intention significantly, and intention influence green consumption behavior significantly. This research also proves that the influencing of green comumption attitude to the intention is not significant. This result is a meaningful guidance to green marketing practice.