绿色消费的价值取向研究——以环保彩票购买意愿为例

Study on Value Orientation of Green Consumption: Taking Purchase Intention of Environmental Lottery as an Example

随着全球经济粗放式的增长,人类的生存环境已面临着严峻的挑战,众多学者逐渐开始关注可持续发展与绿色消费问题。基于规范激活理论,将绿色消费行为具体化为对环保彩票的购买意愿,分析环境认知、彩票认知、消费动机、消费经历、个人规范和环保彩票购买意愿之间的关系,发现环境认知、彩票认知、消费经历和个人规范对消费者的环保彩票购买意愿影响显著,并建议激励消费者进行绿色消费的重点方向应该从消费者本身的受利转向消费行为的社会价值,从而提升消费者的绿色消费意愿。

With the extensive growth of the global economy,the human’s living environment has been faced with serious challenges.Many scholars began to focus on sustainable development and green consumption.Based on the theory of normative activation,and regarding the green consumption behavior as the environmental lottery intention,the study analyzed the relationship between environmental awareness,lottery cognition,consumption motive,consumption experience,personal norms and environmental lottery intention.It is found that environmental awareness,lottery cognition,consumer experience and personal norms had significant impacts on the consumers’willingness to buy environmental lottery.Therefore,the study suggested that the emphasis of green consumption should be shifted from the consumer benefits to the social value of consumption behavior,so as to enhance the consumers’willingness to green consumption.