基于产品知识的绿色购买意向研究

Research on the Green Purchase Intentions from the Perspective of Product Knowledge

基于计划行为理论,以产品知识为调节变量,构建了态度、感知行为控制对绿色购买意愿的关系模型。对360名被试展开调查,获取有效问卷306份,采用逐步回归分析法对模型进行检验,并进一步基于产品类别视角,探索产品知识对绿色购买意向的调节作用。研究结果表明,态度、感知行为控制均对绿色购买意向有显著的正向影响,产品知识对态度与绿色购买意向、感知行为控制与绿色购买意向的关系均具有调节作用。相较于便利品,产品知识对于选购品购买意愿的调节作用更为突出。

Based on the green consumption behavior theory, the relationship models between 2 independ- ent variables and green purchase intentions were constructed. 360 respondents were investigated, and 306 questionnaires were valid. The model was tested by regression analysis, and the moderating effects of prod- uct knowledge were further explored. The results show that the purchase attitude and perceived behavior control have a significant impact on green purchase intention, and product knowledge has a moderating role. Whether it is convenience or purchase goods, perceived behavior control is significantly greater than the im- pact of green purchase attitudes on purchase intentions. Moreover, this situation is particularly prominent in the purchase of products. The findings of the study expand the application of the theory of planned behavior in the field of green purchasing behavior, to help to further understand the green purchase behavior.