生态教育与大学生绿色消费行为:多重中介模型

Ecological Education and College Students’ Green Consumption Behavior:A Multiple Mediation Model

绿色消费是生态文明建设的必然要求,而加强大学生生态教育是推行绿色消费的重要基础。为此,以国家生态文明试验区(福建)建设为背景,对福建省高校大学生进行问卷调查,并基于332份有效样本数据,运用Bootstrap方法实证检验生态教育对大学生绿色消费行为的影响路径。结论表明:生态教育可以直接影响绿色消费行为,亦可以通过环境风险感知和绿色消费观间接影响绿色消费行为;环境风险感知和绿色消费观在生态教育与绿色消费行为间起中介作用;从特定中介效应比较来看,绿色消费观的中介效应显著强于环境风险感知。

Green consumption is an inevitable requirement for the construction of ecological civilization and strengthening ecological education of college students is an important basis for promoting green consumption. Therefore, taking the construction of national ecological civilization pilot area (in Fujian) as the background, the author conducted a questionnaire survey of college students in Fujian Province to empirically test the influence path of ecological education on college students’ green consumption behavior. They used Bootstrap method to analyze 332 valid sample data and got the following result: ecological education may directly affect green consumption behavior or indirectly through environmental risk perception and green consumption concept;environmental risk perception and green consumption concept mediate the effect of ecological education on green consumption behavior;from the comparison of specific mediation effect, the mediation effect of green consumption perception is significantly stronger than that of environmental risk perception.