城镇居民社会责任消费行为影响因素实证研究——积极情绪的中介作用

An Empirical Study of the Influencing Factors of Socially Responsible Consumption Behavior of Urban Residents——The Mediating Role of Positive Emotion

利用调研数据,研究了个人感知因素与社会规范对社会责任消费行为的影响机制,并探讨了积极情绪在个人感知因素与社会责任消费行为之间的中介作用。研究结果表明:(1)山东省城镇居民社会责任消费行为存在人口统计特征差异;(2)社会规范感知正向影响积极情绪;(3)感知个人努力程度对支持责任企业消费行为、环境保护消费行为与适度消费行为产生直接影响,感知消费者有效性对环境保护消费行为与适度消费行为产生直接影响;(4)积极情绪部分中介了感知消费者有效性、感知个人努力程度和社会责任消费行为之间的关系。

Using survey data, the paper studies the influencing mechanism of personal perception factors and social norms on socially responsible consumption behavior, and discusses the mediating role of positive emotion between personal perception factors and socially responsible consumption behavior. The results show that ： （1）There are differences of demographic characteristics in urban residents so- cial responsibility consumption behavior in Shandong Province;（2）Social normative perception positively affects positive emotions;（3） There are direct influence of perceived individual efforts on supporting consumption behaviors, environmental protection consumption behaviors and moderately consumption behaviors, perceived consumer effectiveness directly affects the environmental protection con- sumption behavior and moderately consumption behavior;（4）Positive emotion mediates the relationshipin between perceived consumer ef- fectiveness, perceived individual efforts and socially responsible consumption behavior.