新消费引领下中国居民绿色购买意图形成机制

Study on the Formation Mechanism of Chinese Residents' Green Purchase Intention Led by New Consumption

发挥新消费引领作用,倒逼企业进行供给侧结构性改革,促进绿色消费是中国经济新常态下形成新供给、新动力的重要途径之一。以中庸价值观为前因变量,生活方式为中介变量,环境知识为调节变量,构建了中国居民绿色购买意图的形成机制模型,诠释中国居民绿色消费形成的内在机理。研究结果显示,中庸价值观对绿色购买意图具有显著正向影响,对生活方式中的领导意识、价格意识、发展意识三个维度有显著正向影响,对时尚意识影响不显著;生活方式中的领导意识、价格意识、发展意识对绿色购买意图具有显著正向影响,且在中庸价值观与绿色购买意图的关系中起部分中介作用,时尚意识对绿色购买意图影响不显著;环境知识在中庸价值观影响绿色购买意图的直接路径中起正向调节作用,在发展意识与绿色购买意图之间起正向调节作用。

Giving full play to new consumption＇s leading role , compelling enterprises to undertake supply - side structural reforms and promoting green consumption is an important way to foster new supply and new impetus under China＇s economic new normal. This paper, taking the value of doctrine of the mean as the antecedent variable, lifestyle as the mediator, and environmental knowledge as the moderator, built a formation mechanism model of Chinese residents＇ green purchase intention, so as to explain the intrinsic principle of Chinese residents＇ green consumption. It found that, the value of doctrine of the mean had marked positive influence on green purchase intention ; It also had significant positive influence on lifestyle and its three dimensions of leadership, price consciousness and development consciousness while no obvious influence on fashionableness dimension. Lifestyle and its three dimensions of leadership, price consciousness and development consciousness had significant positive influence on green purchase intention while fashionableness dimension had no obvious influence. Lifestyle played a mediating role in the relationship between the value of doctrine of the mean and green purchase intention. Environmental knowledge played a moderating role both in the direct path of the value of doctrine of the mean＇s effects on green purchase intention, and in the relationship between lifestyle and its development consciousness dimension and green purchase intention as well.