环境参与度视角下情绪对绿色产品购买意图调节机制研究

Research on Modulation Mechanism of Emotion on Purchase Intention of Green Products Based on the View of Environmental Involvement

从消费情境出发探讨消费者绿色产品购买意图的形成机制,通过构建结构方程模型研究消费者的环境参与度对绿色产品购买意图的影响,并深入分析不同程度的积极情绪和消极情绪对两者之间的相关关系的调节作用。综合实验法和问卷法分析结果表明:环境参与度正向影响绿色产品购买意图;高度积极情绪和高度消极情绪向下调节环境参与度与绿色产品购买意图之间的正向关系;中度消极情绪向上调节环境参与度与绿色产品购买意图之间的正向关系。

This research aimed to discuss the formation mechanism of purchase intention of green products from the view of consumption situations. By building structural equation model,this paper mainly studied how consumers＇ environmental involvement influences their purchase intention of green products,and how different strength of positive and negative emotions moderate the relationship between these two factors. Both experimentation and questionnaire were used in this study. The research implicated that environmental involvement had distinct positive signification on purchase intention of green products.Highly positive emotion,medium negative emotion and highly negative emotion could moderate the relation between environmental involvement and consumption intention. In particular,compared with subjects in control group,participants in groups of highly positive emotion and highly negative emotion had weaker green consumption intention,while subjects in medium negative emotion had strongest intention to purchase green products.