消费者绿色消费行为的心理归因及干预策略分析——基于计划行为理论与情境实验数据的实证研究

Psychological Attribution and Interventional Techniques of Consumer's Green Consumption Behavior:An Empirical Research Based on the Theory of Planned Behavior and the Data from Situational Experiment

本文在问卷调查与情境实验的基础上,运用计划行为理论与结构方程建模技术,就消费者绿色消费行为的心理归因及干预策略进行了实证研究。结果显示:消费者对绿色产品的态度、所感知的主观规范和知觉行为控制对于其购买绿色产品的意向具有显著的影响力;消费者的行为意向显著影响其消费行为;知觉行为控制通过行为意向的部分中介作用,间接影响实际行为。同时,基于消费者个体特征的多群组模型分析表明,外向型消费者对绿色产品的购买意向受主观规范影响更显著;内向型消费者对绿色产品的购买意向受行为态度的影响更显著。因此,赢得消费者对产品"绿色"特性的心理信任,兼顾绿色产品基于环境效用与经济效用的顾客价值,是激发消费者绿色产品购买意向与行为的关键。

Based on questionnaire survey and situational experiment,the present study conducts an empirical analysis of the psychological attribution and interventional techniques of consumer's green consumption behavior by using the theory of planned behavior and structural equation modelling.The results indicate that consumer's attitude,subjective norm and perceived behavior control have the significant impact on the intention of purchasing green products;consumer's behavior intention plays a key role in guiding the actual consumption behavior;and perceived behavior control has the indirect impact on the actual behavior via mediating variable-behavioral intention.In addition,according to the multiple group analyses,subjective norm is the key player in affecting consumers who are extroverts,while attitude is the key player in affecting consumers who are introverts.Therefore,to stimulate consumers'green consumption intention and actual behavior,it is critical to build their trusts towards green products and give consideration to both the environmental utilities and economic utilities of green products.