大学生伦理消费意向:来自湖南的证据

Ethical Consumption Intention of College Students:Evidence from Hunan Province

本文基于结构方程模型,选择大学生这一群体作为研究对象,通过问卷调查,了解湖南省大学生伦理消费现状,旨在分析影响大学生伦理消费意向的深层次因素。研究结果发现:伦理消费态度、主观规范和伦理责任对大学生的伦理消费意向有显著的正向影响,而感知行为控制对大学生伦理消费意向无直接影响。在此基础上,提出了引导大学生伦理消费的对策建议。

Based on structural equation model, this paper chose college students as the research object to learn about present situation of ethical consumption intention of college students in Hunan province through questionnaire survey, so as to analyze the in-depth factors affecting college students＇ ethical consumption intention. The results showed that ethical consumption attitudes, subjective norms and ethical responsibilities have significantly positive influence on ethical consumption intention of college students, while perceived behavioral control has no direct effect on college students＇ ethical consumption intention. On this basis, it proposed some suggestions on how to guide college students＇ ethical consumption.