农民绿色消费意识对其消费行为的影响研究

The Influence of Farmers' Green Consumption Consciousness on Their Consumption Behavior

农民消费方式的选择对农业资源环境的可持续发展意义重大。本文基于实地调研的数据,采用分层回归的方法实证分析农民绿色消费的各个意识维度对其消费行为的影响,并研究了诱致性因素对农民绿色消费意识-绿色消费行为关系的调节效应。回归结果表明,农民绿色消费的不同意识维度对消费行为影响的力度和方向不同,绿色消费意识结构中的责任观念与环保知识之间存在正向交互效应,诱致性因素对农民绿色消费意识-绿色消费行为关系具有不同的调节效应,在绿色消费意识-诱致性因素-绿色消费行为模型中,不同变量对消费行为影响的传导路径存在显著差异。

The choice of farmers＇ consumption patterns is of great significance to the sustainable development of agricultural resources and environment. Based on the data of field research,this paper analyzes the influence of various consciousness dimensions of farmers＇ green consumption on their consumption behaviors empirically and studies the regulating effect of inducing factors on farmers＇ green consumption consciousness-green consumption behavior relationship with hierarchical regression method. The regression results show that the different dimensions of farmers＇ green consumption have different influence on consumption behavior in different intensities and directions,and there exists a positive interaction effect between green consumption consciousness and environmental protection knowledge in the green consumption awareness structure,and the inducing factors have different regulating effects on farmers＇ green consumption consciousness-green consumption behavior relationship,and there are significant differences in the conduction paths of the influence of different variables on consumption behavior in the green consumption consciousness-inducing factor-green consumption behavior model.