趋近动机对绿色产品购买意向的影响机制研究

Research on the Influence Mechanism of Approach Motivation on the Purchase Intention of Green Products

文章运用绿色消费行为理论和趋近动机理论,将环境态度纳入趋近动机对绿色产品购买意向影响的研究中,并提出不同绿色产品涉入度条件下的趋近动机—绿色产品购买意向模型,通过对715个消费者样本的调查分析,运用Bootstrapping方法实证检验结果如下:趋近动机对绿色产品购买意向具有正向影响;趋近动机对环境态度具有正向影响;环境态度在趋近动机和绿色产品购买意向间起中介作用;绿色产品涉入度在趋近动机和绿色产品购买意向间起负向调节作用;绿色产品涉入度在趋近动机、环境态度与绿色产品购买意向的第一阶段起负向的可调节中介作用;绿色产品涉入度在趋近动机、环境态度与绿色产品购买意向的第二阶段起负向的可调节中介作用。最后根据研究结论提出相应的政策建议。

Based on the green consumption behavior theory and approach motivation theory, this paper aims to propose and verify a theoret-ical model about the relationship among approach motivation, environment attitude, involvement of green products and purchase intentionof green products. This study investigates and analyzes 715 consumers, and the empirical results by employing the Bootstrapping modelshow that： Approach motivation has a positive influence on the purchase intention of green products; Approach motivation has a positive in-fluence on the environment attitude; the environment attitude has a mediating role in the relationship of approach motivation and the pur-chase intention of green products; the involvement of green products has a negative moderating role in the relationship of approach motiva-tion and the purchase intention of green products; The involvement of green products has a negative adjustable mediating role in the firststage of the relationship among approach motivation, environment attitude and purchase intention of green products; The involvement ofgreen products has a negative adjustable mediating role in the second stage of the relationship among approach motivation, environment at-titude and purchase intention of green products. Finally, the corresponding policy recommendations are proposed based on the researchconclusions.