生态红线约束下环境关心对绿色消费意图的传导机制研究

Research on Environmental Concern's Transmission Mechanism to Green Consumption Intention under Restrictions of Ecological Red Line

基于生态红线约束,运用计划行为理论,构建出环境关心对绿色消费意图的传导机制模型,通过结构方程验证了两者之间的传导机制。研究结果显示,环境关心与绿色消费意图之间存在完全中介作用;环境关心显著正向影响态度、主观规范和感知行为控制;态度和感知行为控制对绿色消费意图有直接的正向影响;主观规范通过态度的中介作用对绿色消费意图产生间接的正向影响。

This paper develops a model of environmental concern＇s transmission mechanism to green consumption intention under restrictions of ecological red line and basing on the theory of planned behavior. It also testes the transmission mecha- nism using structural equation. The research implicates that there is complete mediation between environmental concerns of consumers and green consumption intention. Environmental concerns have distinct positive signification on consumers＇ atti- tudes, subjective norm and perceived behavioral control. Attitudes and perceived behavioral control have direct positive effects on green consumption intention. While subjective norm has indirect positive impact on green consumption intention through the mediation of attitudes.