文化取向、环境信念与生态消费行为——基于人口特征差异的比较分析

Cultural Orientation,Environmental Beliefs and Ecological Consumption Behavior: A Comparative Analysis Based on Differences in Population Characteristics

为了探索生态消费行为形成的文化心理机制,鼓励具有不同人口特征的居民实施生态消费行为,以444份消费者调查问卷为基础,运用AMOS和SPSS分析了文化取向、环境信念对生态消费行为的影响及其在人口特征上的差异。结果显示:消费者的文化价值取向和环境信念是生态消费行为的直接前因,文化取向通过环境信念对生态消费行为的间接驱动作用大于直接作用;消费者的文化取向、环境信念和生态消费行为均因性别、婚否、学历、年龄等人口特征的不同而存在显著差异。因此,政府和企业在大力推进生态消费行为时,需要考虑消费者在文化价值取向和生态消费行为表现方式上的人口特征差异,分群体进行激励策略的设计。

Based on 444 consumer surveys,this paper used AMOS and SPSS to analyze the impact of cultural orientation and environmental beliefs on ecological consumption behavior and differences in population characteristics.The results show:The cultural value orientation and environmental beliefs of consumers are the direct antecedents of ecological consumer behavior.Cultural orientation is more indirect than the direct effect of environmental beliefs on ecological consumer behavior.There are significant differences in the cultural orientation,environmental beliefs,and ecological consumption behaviors of consumers due to different demographic characteristics such as gender,marital status,educational background,and age.When governments and enterprises are vigorously promoting eco-consumption behavior,they need to consider the difference in demographic characteristics of consumers in the cultural value orientation and the expression of eco-consumption behavior,and divide the groups to design incentive strategies.