基于计划行为理论的旅游者绿色消费行为研究

The Research of Tourists’ Green Consumption Behavior Based on Theory of Planned Behavior

旅游是从惯常环境到非惯常环境的过程,在非惯常环境下,旅游者具有匿名化,道德约束松弛等特有特征,其绿色消费行为较传统情境下产生了较大差别。理论与实证分析表明,在非惯常环境下,主观规范变量和态度变量对目标绿色消费意愿产生直接影响,但感知行为控制却对其影响甚微;同时环境的异质化也带来了意愿与行为间的鸿沟。在吸收计划行为理论的基础上,本研究尝试建立非惯常环境下旅游者绿色消费意愿行为模型。

Tourism is a process from usual environment to unusual environment,In the unusual environment,tourists have the characteristics of anonymity,slack moral constraints and so on.There is a big difference in green consumption behavior compared with usual environment.Theoretical and empirical analysis shows that:in the unusual environment,attitudes and subjective norms have a direct impact on green consumption intention,but perceived behavior control has little effect on it;At the same time,the heterogeneity of environment also brings the gap between intentions and behaviors.On the basis of the absorption of the theory of plan behavior,The study attempts to establish a model of tourists'intentions to the behavior of green consumtion inunusual environment.