绿色产品信息与绿色消费行为意愿实证研究——以绿色消费态度为中介变量

Empirical Study of Green Products Information and Green Consumption Behavior Aspiration——Taking Green Consumption Attitude as Mediating Variables

当前绿色消费逐渐成为人们接受的消费观念,但我国很多消费者并未将绿色产品作为常态消费品,人们对绿色产品的认识还不够全面,仅仅只是停留在生态、无污染、有机等概念上。绿色产品信息和绿色消费观念客观上存在信息不对称。文章确定了绿色消费行为的概念以及各影响因素,通过实证研究得出,绿色产品信息与绿色消费行为意愿呈显著正相关,消费者的消费态度对绿色消费行为意愿有着正向调节作用,其中消费者感知障碍对绿色消费行为意愿呈现负向调节作用。

Currently, green consumption has gradually become the familiar concept of consumption. However,many consumers don＇t take green products as normal ones. Many people just regard green products as ecological,pollution- free,organic products. There is asymmetric information between Green Products and green consumption concept. The article identifies the concept of green consumer behavior as well as the factors. Through empirical study,it concludes that green products information and green consumption behavior aspiration are significantly positively related. Consumers＇ attitudes towards green consumption behavior aspiration is positively related,which consumers perception barriers and green consumption behavior aspiration are negatively related.