中国消费者绿色消费动机来源分析——功能性需要还是象征性需要?

绿色消费不仅可以优化消费结构,还可以促进可持续发展消费模式的建立,是我国消费升级的主要方向。但消费者绿色消费动机的来源仍未完全明确。根据动机理论构建的绿色消费动机来源的假设模型,挖掘了导致消费者绿色消费行为形成的动机来源。研究表明:消费者绿色产品的功能性需要、象征性需要对其绿色购买意愿存在着显著的正向影响;消费者绿色产品的功能性需要对购买意愿的影响显著强于绿色产品的象征性需要。因此,消费者的绿色消费动机主要是来源于绿色产品的功能性需要以及象征性需要,尤其是功能性需要。

Green consumption can not only optimize the consumption structure, but also promote the establishment of the consumption pattern of sustainable development, which is the main direction of consumption upgrade in China. However, the sources of consumers＇ green consumption motivation are still not entirely clear. The paper builds the hypothesis model of the sources of green consumption motivation according to the theory of motivation, and finds out the motivation sources that result in the formation of consumers＇ green consumption behavior. The research shows that： consumers＇ functional need and symbolic need for green products have a significantly positive influence on consumers＇ green purchasing intention; the influence of consumers＇ functional need for green products on green purchasing intention is significantly stronger than the symbolic need. Therefore, consumers＇ green consumption motivation mainly comes from consumers＇ functional need and symbolic need for green products, especially the functional need.